Wasn't warhammer largely a product of some guys making D&D figures realising a wargame would sell more?
The impetus behind Warhammer was a little bit more than just money making per se. I heard the tale from Steve Jackson at a talk he and Ian Livingstone gave about the history of GW back at UK Games Expo about five years ago. Since hearing that I've been more sympathetic about GW's decision to drop other companies games and it seems to be why the culture of the company developed along the lines it did.
It goes like this;
- Early 1980s, GW are the UK distributor for TSR, the D&D lines are GW's biggest seller by a long way not just in GW shops but from distribution to all the other outlets in the UK that sell it. (Personal anecdote - my first copy of Red Box D&D and the Citadel Adventurers starter set actually came from Boots the Chemist in West Bromwich high street. GW would have delivered both to the Boots group.)
- TSR keep proposing various mergers, buyouts or takeovers of GW in order to get a UK presence, GW keep declining. SJ and IL are personal friends with Gary Gygax but don't get on with the other people at TSR who "look" after them. Many anecdotes about TSR reps from the US were told.
- Failing to acquire GW TSR announce plans to found TSR UK, the company which they locate in Cambridge.
- GW realise that they are dangerously dependent upon one line which they do not ultimately control. If TSR UK is now to handle UK distribution of TSR stuff, GW could be out of business in no time at all. Panic on.
- GW therefore need their own in-house produced game quickly to limit exposure to risk (if TSR went out of business for example). A wargame that covers the Citadel range seems to be the idea. Mainly this could work because instead of selling a few figures from across the ranges to gamers, a wargame legitimises the sale of bulk deals with discounts. I think the latter was Bryan Ansell's realisation.
- GW actually get away with it as they remain TSR distributors after the opening of TSR UK. SJ said that he thinks that TSR's mindset was stuck in a North American mode believing that a vast geographic marketplace requires a hierarchy of distributors, and never realised that they could easily do it themselves in Britain and cut out the middle man.
When you know that I think it's easy to see why GW felt they needed to move away from importing and/or printing under license American RPGs and why Warhammer got pushed so heavily. It wasn't just a profit-making game line it was the only thing protecting them from decisions made elsewhere in their supply chain.
Coop