The Business: Games Workshop Confirms Brand-Focus Pivot

G-Dubs admitted in its internal documents that it is now a Brand-focused business, and "Warhammer" is that Brand.

The real news here is that G-Dubs' recent videogame adaptations have been very good for them according to their own metrics. This means more such IP farming will continue. That's fine so long as the tie-in products are good, like Space Marine 2; when they are dogshit, it's bad, and so is the tendancy to ignore the core business segment that made this pivot to being a Brand-focused company possible. That's been happening for a while now.

A lot of the past few years speculation is now confirmed in the hardest form possible: their own words, in print, in legal documentation where there are penalties for lying.

The recent announcements, such as the change of logo, also now makes sense. G-Dubs is going for the Wider Audience because they want Hello Kitty levels of Brand visibility and recognition. In corpo eyes, that means making it bland and inoffensive, lest loudmouth Karens (or worse) get pissy.

This games workshop rebrand is one of the worst I've seen. I'm not understanding this trend of stripping all fun and originality out of logo design? @warhammer pic.twitter.com/PH1IgnBrFF

— Daniel Tiller (@SirTiller) July 27, 2025

Expect the enshittification to continue. On the other hand, the present mood also means that it is possible--maybe even probable--that the pozzing will be paused until 2028 in the hopes that the post-Trump US Administration is not a continuation of his agenda (they will be disappointed; it will) because that will fuck with the money. I have to remind folks that between the two, the Mammon Mob outranks the Death Cult; the latter only wins when the Mob allows it, and right now they can't afford to do that.