Search Toggle

Games Workshop, building a world of its own

By HARVEEN KAUR
I WAS under attack! A mob of Orks were heading in my direction. I prepare my unit of Space Marines for battle. I pick up the dice and roll, I miss. It’s their turn to fire their assault. They roll the dice and three shots are fired in my direction. But the Orks miss; none of their bullets are able to penetrate the super protective armor of my Space Marines. I gleefully re-evaluate my options; it’s my turn to attack. I swiftly roll the dice and the numbers sprawl across the board. There is a pause as the other players and I realize that I have landed on all the right digits; the small army of advancing Orks are obliterated.

I hold my breath for a moment and wait for the tension in the air to evaporate. I glance up and the reality of the human world floods into the small Woden store. The walls of the shop are lined with gaming boxes. Heavy metal music blares from the speakers. The store manager, Richard Kemp tells me that the game I have just been playing, Warhammer , has 100 times more hobbyists than any other war game. (6 November 2011)

When walking past the Games Workshop it is easy to become hypnotized by the focus young adolescent boys adopt in this gaming world. The store is a hive of activity. There are several gaming tables, each serving its own purpose. In one corner there are young boys rolling dice moving their armies around their fantasy world. In the other corner there are young artists hunching over miniature figurines. Smith says these regular customers call themselves hobbyists. He has been a hobbyist for 22 years.

The games in the store are created by British company Games Workshop. The games are a hobby enjoyed by thousands of people around the world. Setting it apart from other war games is that the games are not computer based. This tabletop style of gaming has managed to successfully open up stores in nearly every major city in the world with outlets in Tokyo, Shanghai and Poland.

Games Workshops’ unique gaming style has managed to retain a strong customer base. Kemp says the games sole focus is on the development of oneself promoting graces such as “courage, honesty and humility.”

This style of gaming has a strong social aspect as hobbyists play on a face-to-face basis. A regular customer and fellow hobbyist for 20 years, Dane Kestenbaum, says that his favorite aspect of the gaming experience is “being able to socialize with friends.” (9th November 2011)

Through playing games such as these he was able to get involved and join the Canberra Games Society (CGS). The society was founded more than 35 years ago and is dedicated to furthering gaming in the ACT. This group accommodates hobbyists and gamers at any levels from beginners to experienced veterans.

Canberra is not alone. This style of gaming has become very popular across Australia. This year saw the return of Australia Games Day which took place in Technology Park, Sydney. Two thousand eager gamers gathered from around Australia.

Hobbyist and casual employee of Games Workshop Jim Wilks attended as a representative of Games Workshop. He says, “It was insane for me. I’m able to interact with so many people, who share my interest.” (9th November 2011)

Wilks informs me that to create a full army can cost a hobbyist on average $200 to $300. This expensive hobby seems has managed to secure a loyal client base. The company does not believe in paid advertising and relies completely on word of mouth. Games Workshop’s also publishes its own magazines. Its most popular being White Dwarf which is published in five languages.
Kemp tells me that hobbyists who gather at the Games Workshop come from a range of backgrounds with students, public servants, Defense force boys and Navy guys forming part of the cliental. “Everyone has a hobby bug in them,” he said.

This style of gaming is evidently not for everyone. However, among the bland retail glow of the surrounding shops in Woden Westfield, Games Workshop has managed to conjure a world of its own. A world in which people have to power to build and command their own armies.

Recent Comments

0

Be the first to comment!

Post Comment

Your email address will not be published. Required fields are marked *