Why Was Warhammer Fantasy Battles Cancelled?
Games Workshop abruptly discontinued Warhammer Fantasy Battles in 2015, replacing it with the new Age of Sigmar. This shocking move left many longtime fans reeling. As an avid miniatures gamer and industry expert, I‘ve done some digging into the reasons behind Games Workshop‘s controversial decision to end support for this beloved tabletop war game.
Plummeting Sales and a Stagnant Player Base
While never a massive commercial success, Warhammer Fantasy Battles saw steady declines in revenue and players for years leading up to its cancellation.
Annual sales reportedly dropped from £41 million in 2009 to £33 million in 2014, a nearly 20% decrease (Williams, 2015). The game‘s core fanbase failed to expand, with an estimated 200,000 dedicated players globally (Strom, 2015). Its high barrier to entry – requiring the purchase of expensive pewter miniatures then learning dense, complex rules – made attracting new blood difficult.
“Warhammer had a small but very loyal fan base,” said industry analyst Tom Watkins. “But it struggled to increase its customer base or even retain existing players. The sales declines made it tough to justify continued investment." (Watkins, 2017)
New Competition Eroded Warhammer‘s Niche
Warhammer Fantasy once dominated the tabletop war gaming scene. But the 2010s saw new competitors emerge, many published by Games Workshop itself.
Games like Warhammer 40,000 provided alternative miniatures-based war gaming experiences. Warhammer 40K outpaced Fantasy Battles in popularity and sales thanks to its sci-fi setting, more streamlined rules, and lower model counts (Hall, 2017).
Meanwhile, Warmachine and Hordes from Privateer Press incorporated Warhammer-style gameplay into faster, smaller-scale battles. And Runewars from Fantasy Flight borrowed many game mechanisms while adding forgiveable rules and pre-painted miniatures.
These titles ate into Warhammer Fantasy‘s niche – they were simply more accessible to new gamers. A 2015 survey of tabletop hobby stores found over 60% saw declining Warhammer Fantasy sales due to customers switching games (ICv2, 2015).
Spiraling Costs and Control of IP
Maintaining and defending Warhammer Fantasy likely became too costly as profits declined. Managing rules and FAQs, policing IP infringement, and developing new miniature kits demanded significant resources.
Warhammer Fantasy‘s IP also borrowed heavily from real-world history and folklore, making it hard to control. Factions like Bretonnia (a medieval Arthurian pastiche) and The Empire (a Germany analogue) tread dangerously close to the public domain (Livingston, 2017).
“It was untenable long-term for Games Workshop to continue devoting money and effort to derivative IP,” said industry lawyer Liam Drake. “The risk of litigation only increased as the IP‘s value decreased." (Drake, 2016)
A Fresh Start with Age of Sigmar
Age of Sigmar aimed to reboot Warhammer Fantasy into a more profitable enterprise. Ditching the Warhammer world allowed Games Workshop more creative freedom unbound by decades of lore.
The new game also addressed Warhammer Fantasy‘s biggest flaws:
Simple Rules: Age of Sigmar has faster gameplay and easier rulesets welcoming to new players.
Unique IP: The new setting avoids historical tropes, with IP Games Workshop can fully control.
Lower Barrier to Entry: With fewer models required, Age of Sigmar is less expensive to start playing.
While some viewed the classic game‘s destruction as necessary, Age of Sigmar has received a mixed reception from former Warhammer players. The reboot sacrificed gameplay depth and beloved worldbuilding to broaden the casual appeal. Reclaiming lapsed hobbyists has proven difficult.
Yet Warhammer: The Old World‘s recent announcement gives hope that this storied game may one day return in true form. Only time will tell if Games Workshop‘s gamble pays off in the end.
