I first experienced Warhammer and Games Workshop back in the mid-80s when I was 13. This was a few years after I had started playing Dungeons and Dragons so was primed for the whole fantasy gaming vibe. I had moved to a new area and went to my first GW store as a place to get general gaming sundries. Back then the store was manna from heaven; RPGs galore, gaming mags, adventure board games, Fighting Fantasy (remember them?) plus all manner of dice and this thing that caught my eye called ‘Warhammer’.
I immediately took an interest in the game and eventually ended up with some Dwarves, Goblins and the old three book boxed set. That humble collection, plus a few bits of home made scenery, were all I needed for countless games. After a few years I got older and developed other interests. So my Warhammer was shelved and collected dust in the attic. However, I dipped in and out of the hobby every couple of years. At each of those junctures I felt like some out-of-place time traveller on each occasion I visited a Games Workshop store. A bit like re-visiting your old neighbourhood that has slowly changed beyond recognition over time.
The one thing that made me realise time had a’ changed was in the mid-90s. I was browsing the store one day during my lunch hour and saw some guys off the street, obviously non-gamers, being ‘hooked’ via a demonstration game with some very pushy high-fiving sales staff. Lots of patronising comments about how amazing they were during the battle and so on. All of which, of course, was leading up to get them to buy something. “What’s this place become?” I thought.
It was a period of regular weekly gaming with work colleagues from 2003 – 2010 that made me realise how stark the change had been. During store visits to peruse the paints, or maybe buy a small box of minis, I was pounced upon by the staff reeling off a sales pitch under the pretence of interest in my game. Found it all a bit intense and made me dread my next visit. Also, the whole shop, nay company, had become a production line churning out figures, boxed sets and Codex’s with incredibly short lives. It was almost as if the shelves had the same armies on them albeit this year’s design. Creating a kind of peer pressure where many may feel compelled to buy each new incarnation of their old army. Needles to say GW stuff ain’t cheap, and I’m a professional guy in my 40s. What’s it like for some kid in his mid teens being coerced into buying his army only to buy the same thing in a year’s time?
Feeding this addiction was White Dwarf itself. No longer the parochial, eccentric yet entertaining magazine full of random articles, pictures, illustrations, opinions and game scenarios. It had become a pure marketing tool, a catalogue telling you what to buy if you wanted to win battles.
Now, I know that’s a bit cynical, and ultimately Games Workshop is a business which needs sales, but my mindset is still one of a hobbyist wanting to drift through the hobby, game and store in my own time. Yes, times have changed and the shop I walked into on Liverpool’s Bold Street in 1986 no longer exists, (both physically and figuratively) but the hobby remains. Albeit obscured by the modern realities of commerce and profitability.
So what of my experiences today? Well, I get most of my Warhammer stuff in charity shops. Seriously. Every few weeks I’ll get lucky and buy some old unit or character and I’m happy with that. If I really want something I’ll look on ebay, but overall I’m not going to break the bank. To me it’s still a pocket money pursuit. The only time I visit the stores is to get some paint, but I have to be quick. The sales staff are lurking behind the next shelf!