Courage and Honor: Games Workshop on ‘Space Marine 2’ and Warhammer’s Legacy

The origins of Games Workshop’s vast portfolio of stories, brands and intellectual properties trace back to the visionary efforts of its founders, Ian Livingstone and Steve Jackson. What began in 1975 as a humble mail-order board game manufacturer quickly evolved into a cultural titan. Games Workshop carved out a niche in its early days by publishing its tabletop magazine, “White Dwarf,” which became a cornerstone of the hobbyist community.

By 1979, the company had opened its first retail store and launched Citadel Miniatures, a brand that remains synonymous with Games Workshop’s iconic tabletop models. This foundational period set the stage for something big: the creation of Warhammer Fantasy Battle and Warhammer 40,000 in the 1980s. These groundbreaking games redefined the tabletop and gaming landscape and laid the groundwork for Games Workshop’s enduring global influence.

“Space Marine 2” artwork for Ultramarine Captain Titus.

The Warhammer Universes

The universes that sprang forth from the foundation of Warhammer 40,000 captivated fans with their dystopian settings, flawed characters and astoundingly deep lore. This allure was magnified when combined with the fantasy realm of Age of Sigmar – an epic tale of warring factions. Together, these universes have forged a dedicated fan base that thrives on the stories’ complexity and richness.

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“Warhammer recently celebrated its 40-year anniversary as an IP and is indeed a collection of vast universes famed for the depth of its lore,” says Owen Rees, group head, licensing, Games Workshop. “Its four famous primary universes are linked by content themes and the signature grim dark style. There is the science fiction of Warhammer 40,000 and its prequel Horus Heresy, and then for fantasy Age of Sigmar and its origin story, Old World. One of the fascinating things about these universes is how they can be broken down into approachable chunks – such as settings, stories, characters and events. They are like the ultimate IP sandboxes to play in.”

This complex web of interconnected stories and themes has made Warhammer more than just a game – it has become a way of life for its fans, offering countless ways to engage with the lore.

A Culture of Community

Games Workshop has grown its empire by building a community-driven culture where every miniature bought, game played, novel published and licensed consumer product brings the complex universe of Warhammer to life. This expansion into various media platforms has not only reinforced the brand’s accessibility but has also made it an evergreen property that continues to attract new fans.

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“The growth of Warhammer as a brand is a testament to its setting, stories, versatility and depth,” says Rees. “There really is something for everyone within the universes of Warhammer, and it’s amazing to see people experience this fascinating IP through new and diverse mediums, allowing it to be much more accessible to a general audience. Unlike a movie or singular moment, Warhammer is an evergreen license that is supported by weekly releases from Games Workshop and video games alike.”

Exploring new frontiers and diverse mediums through brand licensing has been incredibly impactful in the video game market. While each of Warhammer’s four core worlds – Warhammer 40,000, Horus Heresy, Age of Sigmar and Old World – has been brought to life through digital gameplay since the 1990s, the Warhammer 40,000 universe remains a fan-favorite due to its compelling setting. From the pioneering “Space Crusade” in the ’90s, Warhammer 40,000 has spawned a legacy of popular gaming titles that allow players to experience immersive stories through direct exploration and gameplay.

“Space Marine 2” artwork depicting Ultramarines battle Tyranid hordes.

“Space Marine 2” … a New Chapter

The latest release, “Space Marine 2,” marks a particularly significant moment in Games Workshop’s fan-first strategy. This triple-A title continues the legacy of the fan-acclaimed “Space Marine” series, offering established fans and newcomers an exciting entry point into the Warhammer 40,000 universe.

“Video games make the IP much more digestible from a licensing perspective when we can look at one element rather than the brand in its entirety,” says Rees. “A good example of this is ‘Space Marine 2,’ which tells the story of the legendary character, Titus, and a group of Space Marines within the Ultramarines chapter fighting against the terrifying Tyranid threat. Retail and brand initiatives are presented through Titus and the game’s setting, providing an accessible way of licensing the Warhammer 40,000 universe.”

The game offers tight gameplay mechanics, co-op modes, manic action and stoic characters, which are hallmarks of the Warhammer franchise. Yet, “Space Marine 2” is just the beginning of a broader strategy to engage with fans. Recent titles like “Darktide” by Fatshark and the retro-inspired “Boltgun” by Auroch Digital, as well as collaborations with gaming franchises such as Call of Duty, highlight Warhammer’s rising favor with fans and its cultural impact.

“It’s great to see the Warhammer IP in such iconic gaming franchises as Call of Duty,” Rees notes. “This sets the tone for where the brand is in terms of its legacy and cultural impact. But beyond its presence in the triple-A video game space, it’s been great to see more colorful collaborations, such as the ‘Power Wash Simulator’ crossover, which allowed players to virtually clean their favorite vehicles and machines of war from the 41st millennium. We’ve also collaborated with Wargaming to bring Warhammer 40,000-themed content to ‘World of Tanks’ and ‘World of Warships.’ Beyond that, we continue to explore opportunities for future collaborations where the fit is right for the Warhammer IP and brands, with the goal of broadening the reach of Warhammer beyond the traditional video game segment.”

“Space Marine 2” gameplay.

Beyond Gaming

The gaming titles are just one, albeit impactful, aspect of a multi-channel approach to engaging fans. Games Workshop provides a tangible connection to the brand through location-based entertainment, VR gaming, collectibles, toys and plush merchandise. This diverse range of products brings the brand and its universes to life in new ways.

“We have a strong slate of upcoming triple-A and double-A video games, the continued growth of ‘Warhammer Skulls’ – our celebration of Warhammer video games with 27.5 million showcase views this year – and the introduction of Warhammer Relics, our consumer products festival,” adds Rees. “Speaking of consumer products, we’re broadening our work with top-tier partners, including WETA Workshop, Bioworld, Displate, UltraPro, DK Books, Zero Latency and TOMY, as well as doubling down with our existing partners such as JoyToy and Warhammer Merch. Warhammer continues to grow as a globally recognizable license, and we will continue to deliver amazing products across a broad range of media and consumer goods.”

“Space Marine 2” gameplay.

Returning to the Top Global Licensors Report this year with $310 million in licensed consumer goods sold in 2023, Games Workshop has experienced significant upward growth due in part to its active exploration of brand licensing. This strategy meets fan demand, tells compelling stories and expands universes where appropriate. The future of that engagement leans on Games Workshop’s proven ability in collaborative storytelling, meaning “Space Marine 2” is just the beginning of a new chapter – linking seamlessly with toys, collectibles, publishing and the growth of its core tabletop and hobby business.

The Warhammer license boasts a pedigree in gaming with 29 years in the market, spanning console and mobile platforms, and a mastery of genres such as tactical war games and first-person shooters. With a rapidly growing fan community searching for Warhammer consumer products, the potential for new storytelling avenues is vast. One keystone in the future of the company is entertainment adaptations. While Games Workshop has established a solid legacy in gaming, streaming represents the next frontier. “It’s too early for us to talk about our media collaboration with Amazon at this point, but we’re as excited as our fans to see Warhammer entertain in new and exciting ways,” says Rees.

Games Workshop properties continue to excel in consumer products and media, offering fans a wide array of access points – from animation to gaming, comics and tabletop miniatures. As the team looks to delve deeper into the four universes through collaborative storytelling, the future of the brand shines brighter than the dystopian tales that millions of fans worldwide adore.

This story was taken from the September 2024 issue of License Global. Read the full issue here …