Spearhead: Games Workshop's Marketing vs Reality
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- čas přidán 23. 05. 2024
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Age of Sigmar: Spearhead. Play it in your lunchbreak? Maybe. Bet it'll take longer than that the first few times though, won't it?
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"Once you've played it dozen times with the same army, against the same army, with the same opponent, you can play it during your lunchbreak." was just a bit too long for marketing,I guess.
‘At which point, you’ll question, am I having fun anymore?’
"Smashing out my spearhead" at lunchtime will get me a swift visit to the HR department... At least then I'd have plenty of time to play more games!
I've had lunch but how about second lunchbreak?
this lunchbreak marketing is absolutely insane.
Oh yeah, something I meant to mention in the video is that the first appearance of the "play it in your lunch break" comment was when Spearhead was announced in an article on WarCom... and it's preceded by the statement "once you know how to play". Only the second half the sentence has survived into the big Spearhead push, and only the second half seems to get referenced out in the wild so to speak.
While I would like to take a shot at GW, that is how marketing tends to go. Full quotes and phrases get cut down to be punchier and more appealing with kettle regard for the truth. The real fun is when the consumer does it themselves, like when so many people seemed to assume the 10th rules would stay free forever when GW full on said 'for now'.
@@135forte Exactly. When I read that 40k rules would be "free for now" I immediately assumed that they would stop being free as soon as codexes hit
I’m mainly reminded of the “40K In 40 Minutes” variant from years ago that had various limitations like no Invulnerable Saves, no vehicles with armour facing values totalling >33 and so on. Everything from Kill Team to Combat Patrol, to Warcry and Spearhead sound like they’re trying to emulate/refine that concept - I’m not fluent enough with most of these variants any more but it’s where my mind is taken.
Most jobs don't even get an hour for lunch these days, factor in getting to the staff room, setting up the board, getting your food - not a chance of it being a lunch break game even if you know the rules and units. Could it be an after dinner game (between evening meal and the 10 o'clock news) probably.
Good to know all those price increases mean GWs upper echelon get long enough lunch breaks to play spearhead.. 😅
Yeah, I have 30 minutes lunch breaks at a hospital, we don't have a table in our staff room, and have several broken chairs... I rarely get to take more than ten minutes of my lunch break and those ten minutes usually see me fielding questions from other staff members about what I've done and will be doing to help keep people alive for the rest of my shift 🙄 we also have zero space to store any Warhammer. We struggle to accommodate everyone's coats and bags, I don't think I'd be very popular if I took up space with my army and some choice scenery peices 😅
Play it on your lunch break *if you don't mind not eating during it or you work for the council and can be very liberal with your breaks (talking from prior experience)
I tend to eat lunch during my lunch break
Wait....are y'all getting an hour long lunch break?
W'all do.
I never take lunch. Lunch is unpaid time. That would extend the time I’m required to be at the workplace.
So I work constantly so I can go home as soon as possible.
You can play over lunch break. If your lunch break is an hour, and you have space, your okay standing and eating, you and opponent both know all the rules, nothing unexpected comes up, your models don’t fall over or break, and your coworkers and boss are okay with you taking up the limited space in the staff room.
Oh cool, I can play a game of spearhead in 30 minutes in a Tesco cafeteria with no other co-workers who play the game? Awesome, I'm really looking forward to that!
I cam barely manage to eat lunch during my lunch break…
I have 1h30 lunchbreaks, So I'm tempted to try it :P
I wonder if they are thinking students with their hour long lunch time.
I can play a game of chess in 15 minutes. I can't teach the whole game of chess, including the tactics and theory, to someone who has never seen a chess board before in 15 minutes.
You can play it over a lunch break, on your yacht!
I feel like the “playing in a lunch break” pitch is more meant for experienced AoS players since depending on what factions you run it’s very plausible to finish a game in under an hour if you know what you’re doing. I don’t think that the average player will be able to do that though so I don’t know why they felt the need to market it this way. Honestly, saying it takes “a fraction of the time of larger point games” would’ve sufficed because even an inexperienced player can finish Spearhead in two hours tops if they peruse the rules before hand.
Vince V’s report on Spearhead from their demo said that the majority of the games played in that session were done in about 1h20m which is a lot better than the full game or reports on 40k games (not sure about CP but I don’t think it’s played much in the same vein as they’re going for with Spearhead). They did say that some of the length did come from playing their armies for the first time (reading cards, war scrolls, etc.) but that the format mostly lived up to the impressions that marketing was presenting, even if it missed the mark a bit on actual accuracy.
I’d put it in the same camp as “Easy” music books and “Learn X in 10 minutes a day” where while the marketing title is trying to make it sound magical, there is no expectation that everyone will find it easy or learn what they need to in 10 minutes a day per the materials’ presentation. However, it does make it clear that it’s meant to be simpler than other stuff out there - in AoS it would be Spearhead vs Match Play - and in that sense, I do think it’s holding up, based on everything I’ve seen about it so far. Hell, it’s what’s actually getting me excited for AoS4, besides the new Skaven stuff.
The hardest part will probably be finding people to pull away from 40k to actually play anything other than 40k - a big problem for Tabletop here in SoCal. (It’s a shame too - so many other decent games out there - SWL, Infinity, AoS, WM/H4…. 😢)
The demos of the Spearhead at the Dallas Open were taking about 1.5 hours. If a guided demo takes 1.5 hours, it seems unreasonable to expect to pick it up and play it as a new player in a lunch break of any standard length.
As me and my hobby/play group have discussed, we all believe Combat Patrol way back when the first iteration boxes came out was suppose to be a game mode in 9th edition but Covid forced GW to can the idea due to the massive scheduling delays. Its also why we think Boarding Patrol suffered the same fate even though they did manage to get it out the door but since then abandoned it for what we assume was them bringing back the Combat Patrol game mode for 10th ed. To us its why Spearhead appears to look more fleshed out because they got to spend more time with it waitiing for 4th edition to launch it and why Combat Patrol looks like a bit of a mess since it was the test model. I do believe come 11th edition Combat Patrol will get more fleshed out with its own book and everything
who else smashing out their spearhead at lunch?
As a official lunchtester I enjoy playing table top games during my breaks.
Really excited for Spearhead
Hasn't "play it in your lunch break" been used for Combat Patrol, Kill Team and Warcry too? It's one of GW's favourite marketing phrases.
I'm one of those rare people who'd rather, you know, use my lunch break to *eat lunch* :p
I'm sure that the GW marketing department can next persuade you that you'd be better using your money to buy models at lunch instead of food too lol
Out of context but I always watch your guitars in the back. I have a thunderbird to. So it’s nice to see we have 2 of the same interests. Music/music gear (probably) and being obsessed with a fictional over the top universe.
Cheers
I am absolutely looking forward to taking walks when it stops raining! Or when I get back home and have decent rain gear available.
Honestly even if it takes a long time to learn it, Spearhead sounds like everything I want for an entry-level game system. Better balanced, better rules, and some actual variation and tactics! Can't wait.
Ok so here's my perspective on the "lunch break". Marketing. I've never played a game of warhammer or any other tabletop game, I just like the setting of warhammer and am in the process of starting with collecting and painting for the fun of it (so I guess Spearhead's marketing is supposed to catch people like me)
I dont care how fast you can speedrun a game or how many games you can do in your lunchbreak or over a day.
Imo the way more important part of Marketing should have been about the readability and intuitivity of the rules: Is it possible for me as a complete noobie to have any chance to understand and learn the basics of the game in a reasonable amount of time (and with some enjoyment hopefully)
So to me a Slogan like "You can learn and start playing over your first weekend" is way more appealing than "You can play this in your lunchbreak" (seriously, who tf does this xD)
I've played several games of Kill Team in the office with a colleague who was interested. We got sandwiches delivered, booked a conference room and I hauled in a big bag of terrain. It was OK, but it didn't happen many times. 🙂
Did you talk about the full AoS box yet? Or the new plastic 30k mech
I mean One Page Rules still exist so I am not bothered.
I know I'm still looking forward to Spearhead in spite of the whole "lunchbreak" situation. Frankly, because my lunch is 30 minutes at my current job, I never expected to fit a game in. But I'm still excited for Spearhead. It seems like a good way for me to teach new players, and it's a convenient excuse for me to start yet another AoS army that I don't need.
I think at its core it’s to emphasize the length of game as opposed to saying “games in 30 mins” cause that would lead to people complaining that it takes 45 instead.
Not saying it’s the best way to market that, but I think that’s where it’s coming from
Yeah good luck finding space let alone time on a half hour lunch break at the hospital 😂
Kill Team 2021 had this "lunch break" idea attached. It quickly became obvious that game length was 2 hours not including set-up and tidy-away, and that has been OK.
I'm not sure the lunch break game constituency is real. People appreciate a game that doesn't consume a day, but they don't really care if they can smash it out in an hour.
I hate how he got my outfit description in one attempt....
I think we're rolling too many dice in AoS and 40k. My last game I had reinforced units of blightkings and each unit had 50 attacks.
This is one of those hyperbolic statements that really never stands up to scrutiny. I was watching Liam and Joe talk about playing Spearhead at the event; their conclusion was that it'd be possible to get a game done in an hour or so, if I recall correctly. Definitely faster than a standard game of AoS, but not some lightning quick game like marketing seems to be making it out to be.
Keep in mind that 'Spearhead' is clearly meant to be AoS's answer to 'Combat Patrol' aka a much simpler side game that, according to people in GW stores that the 'Combat Patrol boxes' are not meant to be a 'starter army for regular 40k', no the Combat Patrol boxes are meant solely to play the Combat Patrol game mode (as I and a few others have been told by GW store staff when asking about the changes to them) and that the Battleforce Boxes are meant to be your Army starters. You know those massive £160+ boxes that usually sell out in a matter of minutes.
Not only that but the 'combat patrol' game mode is, now this is anecodtal, amost NEVER played by anyone even getting into the hobby that I've seen, most people buy the combat patrol and then (if needed) upgrade it to 500/1000 points and play full fat 40k from there.
Combat Patrol, as a game mode, is a massive fucking flop that barely anyone plays and I picture Spearhead to end up the same way.
My lunch break is about 30 mins. The first 10 mins is trying to get something to eat or heating up my lunch. How long are lunch breaks in Britain. Tf?
Depends more on job than country I suspect. I'm a lawyer in a single family office in China. No one checks how long my breaks are. If I need 2 hours away from my desk and can afford the time, I'll take it. I'm very lucky in that respect. 🙂
Who the hell gets an hour for lunch
Games Workshop staff have 2 hour lunch breaks
Not the one I was speaking to on Tuesday evening.
What even IS 'Spearhead'? Some background info would have been great please Kirioth 🙂
All they had to do was make a realistic statement like 'this is aimed for a 60-90 minute game time with parsed down rules which is ideal for introducing new players to AoS'. When will they learn to use honesty over marketing embellishment 😅
Anyone else hear "breedable shorts" at the end there
Yes, learning a new game takes longer than just playing it after skipping the tutorials.
i have heard people play cyberpunk on there lunch break...you know SKIRMISH GAME.
Games Workshop is totally divorced from reality
I get the point but I feel like "the game will take longer on your first time playing" should kinda just be common sense? I can't think of a single board game in the world where if a normal game is supposed to take an hour the first game will take an hour, especially any game as complicated as Warhammer
Whos got time for a lunch break?
It just feels like a really weird thing to say.
But Americans only get 10 minute lunch breaks
Play it in your lunch break if you're living 20 years ago or have a BS job like being a civil servant. Last shitty office job I had gave 30 minutes and let's be honest, who the fook wants to be seen playing toy soldiers in work?! You'd be branded the office weirdo and would have no chance of getting laid at the Christmas party. Toy soldiers should remain a dirty secret. 😁
1 minute no comments fell off.
Ha, 2 minute Andy showing up!
Speaking as an American, what the hell is this "lunch break" thing of which you speak?
I don't want faster games. I don't want faster games. I don't want faster games.
I WANT TO PLAY A GAME! NOT BE WIPED TURN ONE BECAUSE "LMAO FAST GAME!"
Is anyone taking this seriously? Never believe the adverts for any product from any company. They all lie!
They are making Sigmar, already a dawdle to play, into something even more milquetoast and bland. Just as its lore gets better too!
Quantity of games is nothing compared to quality. I’d rather play like 8 times a year but have the game be worth it and interesting, instead of a “lunch break” game that is going to get samey fast, and is barely worth the effort expended in a limited time.
I’m still somewhat excited for the new models, but GW’s race to the bottom with its main line games is going to turn the game into something as tactically interesting as a cartoon plot.
Don’t fall for the hype. Buy it for the great models, and perhaps the main AOS game, if that even turns out good.
Not some marketing BS.