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So there’s a solution to Games Workshop scalping that is stunningly easy: just… print more books. Now hear me out:

Imagine eagerly waiting for the release of a Games Workshop limited edition book, only to find it sold out within minutes, and then reappearing on eBay for triple the price (or up to seven times the price). This frustrating scenario is all too common for fans of Games Workshop’s exclusive releases.

But when it comes to books, the root of this problem lies in the artificial scarcity created by limited print runs, which fuels a lucrative Games Workshop scalping market. However, there’s a straightforward solution: increase print runs and incorporate author signings, making these coveted items accessible to all who desire them.

Drawing inspiration from authors like Brandon Sanderson and John Green, who ensure their signed copies (and in Brandon Sanderson’s case, beautiful gold embossed special editions) reach as many fans as possible, Games Workshop has the opportunity to combat scalping effectively.

This blog argues that by printing more copies and facilitating more author signatures, Games Workshop can make special edition books accessible to all, eliminating the need for fans to pay exorbitant prices on the secondary market.

The Problem of Scalping

Scalping, the practice of buying items at retail price only to sell them at a significantly higher price, detrimentally affects both consumers and the broader market. In the realm of Games Workshop’s limited editions, scalping has become an all-too-familiar issue, with recent releases seeing prices skyrocket on resale platforms.

This all came to a head with The End and the Death: Vol III, which ran a limited special edition of 2500 copies. These were bought by scalping bots in seconds, which made Games Workshop (for the first time ever) cancel the orders and do a do-over where… the same thing happened again.

Fans express their frustration and disillusionment, feeling alienated by a system that seems to favor the quick and the lucky. The ethical implications are significant, eroding the sense of community and fairness among fans.

The Limits of Limited Editions

The concept of “artificial scarcity” plays a crucial role in this dilemma. By limiting print runs to a select few, Games Workshop inadvertently drives up prices and exclusivity. While this model may aim to preserve the specialness of these editions, it often backfires, leaving many fans empty-handed and disappointed. Historical examples within Games Workshop’s catalog highlight the negative consequences of this strategy, underscoring the need for a rethink on exclusivity versus accessibility.

Alternative Solutions: Printing More and Author Signings

But it doesn’t have to be this way! I’m an author, and a successful one. I’m a New York Times bestselling author of 15 novels and, while there are no special editions of my books, I do rub shoulders with a lot of authors who sell special editions.

And the fact–and I’m using the word “fact” here purposefully, not “opinion”–is that special editions sell just as well as limited runs, and everyone gets their books and everyone is happy.

Because the problem with The End and the Death: Vol III was not that (most) people were clamoring to be part of an exclusive club with numbered signed copies. It was that they wanted the special editions to fill out their collection of special editions.

Let’s look at a couple of examples that fly in the face of this Games Workshop scalping:

John Green, or Signed Books Aren’t Really That Hard to Get

I’ve signed my share of books in my day, but I don’t know if anyone has signed as many books as YA novelist John Green, whose most recent novel had an initial print run of 1.5 million copies and he personally signed 200,000 copies. This was not an unusual thing for him, as he had previously done similar on The Fault in Our Stars and would go on to do it again with The Anthropocene Reviewed. While, yes, this means that the value of the signature is lessened… does it matter? I don’t think it does. Because:

Brandon Sanderson and Special Editions

Brandon Sanderson, the wildly successful author of SO MANY BOOKS, has been a friend of mine since before either of us were published way back twenty-odd years ago. He has learned that he can be a #1 New York Times Bestseller AND he can produce special editions of his book, with beautiful embossing and gold leaf, all signed, and sell them on his website for $100 a pop. And he does so many of these that he literally just spends hours a week signing pages (you can watch him do it on his podcast–a podcast that was inspired by the fact that Brandon needed to sign a whole bunch of pages and wanted something to do while he did it.)

And they’re NOT limited editions, they’re just special editions. People want to have Brandon Sanderson special editions sitting on their bookshelves–very few of them care if it’s a numbered print run of 2500 copies.

Benefits for Games Workshop and Fans

So the solution to the Games Workshop scalping issue is: print more books. Have the authors sign more books. If you want a limited numbered run, do it, but also have a signed special edition.

Adopting this strategy could significantly enhance Games Workshop’s reputation and bottom line, reducing the incentive for Games Workshop scalping and making special editions more affordable and accessible. This approach would also foster a stronger connection between Games Workshop, its authors, and the fanbase, enhancing overall engagement and satisfaction.

Counterarguments and Rebuttals

Critics may argue that increasing print runs could dilute the exclusivity and value of limited editions. However, the primary value for many fans lies in the content and ownership experience, not the potential for resale. Moreover, careful management of print quantities can maintain a sense of exclusivity while meeting fan demand.

And of course there’s always the bugaboo of forecasting. Clearly “just print more” is a strategy that applies to books but less so to miniatures, so this is not going to cure all of Games Workshop’s scalping woes. But forecasting with special editions of books is much easier because you can economically print in batches of 500 copies or fewer.

The Bottom Line

In conclusion, Games Workshop has a tangible opportunity to address the scalping issue by increasing print runs and facilitating author signings. This strategy promises to make limited edition books more accessible, benefiting both the company and its dedicated fans. It’s time for the community to rally and advocate for a change that ensures everyone who wishes to own a piece of Games Workshop’s magic can do so without paying inflated prices. Together, we can foster a fairer, more inclusive fan experience.