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I have been reading the same thing on many forums, including this one. GW concentrate on the younger market as that is where all their sales come from.
Does anyone have any solid hard data to confirm this?
I am a relatively well off, 27 year old IT professional and despite the price hikes etc, I have on multiple occasions in the past year, spent a lot of money, including £500 in one go on a full guard army.
When I started the hobby, I was 11. I saved my pocket money to buy models. I maybe only spent £50 a year. Unless kids get a lot more money than I did, I just don't see how they can shell out for armies. I also have never ever met parents who do either!
My gaming group consists of 6 players between 25 and 35. Just this month, between us, we spent £400 on models, to avoid the annual price hike. Do younger games really spend that kind of money?
It's all about the long term. They targetted you when you were 11 now they make more money from your custom. Trick is to get loads of young people into the hobby once they are hooked all you do is wait for them to get a job then start spending.
While Gw make more money out of the mid 20's plus age group they target the younger age group to get them in for when they earn money.
Exactly, there's no reason to target or cater the business to the older folk who are already hooked. We're hooked, we're gonna be spending the money already. Their job is done with us.
But this is all anecdotal or pure speculation. I mean, when the wife and I buy christmas presents for each other now-a-days, we spend a better chunk of cash than I would have received on a present as a child, if you take account inflation and all that. My understanding of spending is that a lot of kids spend a small amount of money, or a few older gamers spend a lot amount of money.
As far as the "get 'em hooked" theory. Well, I generally consider that a bit too far looking for a modern day company that is generally caught up in maximizing quarterly profits.
I'd be real curious if there's any actual data on this as well, since my experiences coincide with Sphinx's.
My comments come from when I used to work in Gw the whole idea was
intro, beginner session, painting army list and modelling sessions then beginners gaming. Once they had gone through this they could then go to veterans night where they would also be told about local gaming clubs. Once they were down for veterans nights the conversations revolved around expanding their army and generally suggesting purchases as well as showing them the website.
The showing the website was so they could buy from Gw online leaving store space and time for starting this process with others. As far as sales figures the bigger purchases I handled tended to be the 20+ age group who popped in occaisionally at say a new release.
Now I know that is one store and only at store level but it makes sense as that was standard practise that it works on the company level as well. I'd be interested to see some numbers for overall but I'm not sure if they actually exist! Plus I left Gw a couple of years ago so again I don't know if emphasis in sales is any different but friends who do work for Gw seem to say similar things.
Hope that helps
And I'm sure that there is demographic data. People that run multi-national businesses tend to be pretty clever. We might not be privy to it, but I'm still sure it's out there in some form.
I'm pretty sure Games Workshop does not only catter for Children because I know more adults who play the game then kids.
Someone pointed out in another thread that kids don't have other expenses competing with their GW-based expenditure - it's all for luxuries.
I first got into wargaming at 13, and had a job then - bringing in close to $120-150 a week. Suffice to say, I lived at home and had my parents pay for everything I needed. Guess where most of my $150/w went.
Now I'm a student in a new city and have to pay for rent (power-inclusive, which just increased due to the onset of winter) and for food. Oh yeah, and since I've moved I had to quit my job. Guess where most of my money's going right now. Since I'm only 19 and single, I don't have to worry about supporting a family yet either, and as I'm living off the government I don't have to worry about taxes (yet).