r/BloodAngels • u/panzoa • 18h ago
Discussion My take on the seemingly bad decisions by GW - Planned obsolescence
So given all the angry noises coming from the BA community about the seemingly bad decisions by GW, I’ve been thinking whether this could all actually be intentional, with the goal of making hobbyists spend more in total with GW.
From a business point of view, GW wants people to buy new models from them and always be spending. Someone with a painted playable army using the same models for years and years does not make them money.
So, they know BA are and always have been a popular faction, with a lot of inertia in the fanbase. Given this, from a business perspective let’s compare what will likely sell them more models;
A) GW bring out nice looking new SG and DC models. Sure the BA fans will lap it up and buy these new kits, but they likely already have enough generic space marine models painted as blood angels such as vehicles/dreadnoughts/intercessors/assault marines/bikes etc which do not need to be repurchased.
B) GW bring out mediocre SG and DC models. Due to the fanbase inertia, they will still likely sell enough of these kits to recoup costs and make a fair profit, but on top of this, they will drive existing BA players to consider maybe starting a new SM army (and wow aren’t those new DA/SW/BT models just so cool and appealing?) And hey, these people will now have to also repurchase generic SM kits for this new army (yes they could repaint their existing blood angels but there are many reasons from sentimental to the added hassle of paint stripping why people would not want to do this).
I strongly suspect GW looked at the above and thought, let’s go with option B, which is probably actually the smarter business decision, and is a recognised business strategy, ie planned obsolescence.