Wayland picks up Spartan Games via Warcradle Studios

As will be common knowledge now, the Spartan Games IPs have been picked up in their entirety by Wayland Games via their Warcradle moniker.

This is a Very Good Thing.

Why? Aren't Wayland a horrible online store who give big discounts and fail to fulfil delivery promises? Haven't they ruined WWX?

Well, no, I don't think either of those things is true. Wayland are, of course, a pretty big online supplier in Europe, but the feedback you get on what they're like is mixed and tends to be anecdotal. Have people had some horrible experiences with them? Yes, I'm sure that's true. Is this reflective of the wider company? I doubt it.

Wayland offer big cuts off RRPs for a lot of games, and they may not have stock of 100% of what orders they take - this is normal retail practice and as with anything, "your mileage may vary". I placed an order with Wayland a week or so ago and it was fulfilled very promptly with no issue - it was just for paints, and I'm sure they've dozens of them in stock. If it was a pre-order for "the next big exciting thing in gaming", and my order was beyond their initial stocking order fulfilment, I may have had a longer wait. I'm not going to judge them on the past experiences of others on the internet.

But what about WWX?

Well, what about it? Before Wayland got hold of the game it was a pretty out-there experience, with no visible presence in the UK to speak of. Since they've had it, I've seen booths at two shows this year, which is 100% of the shows I've attended - not a bad hit rate so far. If they do the same with Firestorm, that's great news for expanding the fanbase.

Even better, I listened to episode 219 of The D6 Generation today whilst driving to and from an appointment for work. Stuart Mackaness, general Manager at Wayland/Warcradle, was the third chair, and he seems to be a very balanced and reasonable guy. Even better, he certainly seems to know how to run a game both commercially and mechanically. His rationale behind some of the (self-admittedly brutal) changes in WWX was sound, and made decisively - it was a definitive direction and deliberate change. That's great news if its applied to the Spartan franchises.

So I'm hopeful for the future of our beloved Spartan Games IPs - even if the future does not involve myself, TheoryMachine and departs from prior direction somewhat, I think now at least we can have hope that changes are being made for rational and commercial reasons, rather than on the whim of a single person. That makes a HUGE difference, and I'm looking forward to what happens next.

Bring it on!!!

The Demise of Spartan Games

Well, today is the day....I came back from the beach and opened my laptop to look at emails, to see a tide of messages and tags on Facebook. I read the news, and posted a couple of responses, replied to PMs and such, then went to cook dinner.

Why the nonchalance? No fan-fares? Well, of course not. The demise of a gaming company is never a happy event, even when it is so blatantly obvious in coming as this.

Who is to Blame??

Alex, the Spartan-Slayer?

No, of course not. I'm actually very sad that Spartan has come to this - especially when it was definitely avoidable. I could point the finger at individuals who were instrumental, but that would be as childish and stupid as those who have already gone onto social media and essentially said this was my fault (which I could potentially use as evidence of cyber-bullying, were I so inclined - I'm not, of course, I blocked their puerile blither long ago).

Of course blaming me is also ridiculous. One person (or even a group of determined people) writing a blog cannot bring down a company - even one as badly organised and run as Spartan. People would not read this blog (or at least not more than once) if there wasn't truth in what I said. All I do is hold a candle to what companies do - if they weren't doing stupid stuff (or people didn't agree that it was stupid), my writing would gain no traction.

It's easy to understand why people jump to these conclusions - a lack of facts and/or understanding is common, and I'm very vocal (deliberately so), so in the tin box of social media (which amplifies such wittering), it seems like I'm making the difference. I'll let you into a secret - I'm not. Retailers and distributors do not make their business decisions based on some random guys internet scribbling. If you really believe that this did not have more to do with Spartan's business model and approach to the market than any fan-based discussions (positive or negative), then you should never consider starting a business yourself - seriously.

I've used the analogy on Facebook, but I'll reiterate it here for the hard of understanding. The guy standing by the snake-oil salesman's pitch saying "that looks like snake oil" is NOT the bad guy, Spartan were selling The Emperor's New Clothes - here's a Wiki if you don't know the story...(what are you, kids?!?)

The Emperors New Clothes

Now, in case you still don't understand, the bad guy in this story is NOT the one who first says "but the Emperor isn't wearing any clothes". It's the one's trying to sell you something that doesn't exist - a false promise. There's another phrase that's appropriate here - "Don't shoot the messenger".

So What Happened?

Well, only Spartan know the exact reasons, but it's a pretty easy trail to follow if you want to. Essentially, Spartan tried to do too much too fast, started too many things without building up support for them before moving onto the next thing - that doesn't win permanent customers. In essence it's like doing the same with a tunnel - dig too far without adding supports and sooner or later the whole thing caves in. Burning their bridges with rules writers and contributors along the way also doesn't help your cause, nor does over-promising and under-delivering to your customers.

This makes the "personality" of your company seem a little unhinged, and less trustworthy, meaning people think more before parting with their cash. Take Prodos, for example - that name likely fills you with some unease, or "nice minis but I'd not buy from them" feeling, because they've developed a similar sort of reputation with their AVP game and other projects (like the White Dragon Kickstarter project Shattered Void, where Prodos were supposed to be making the master minis for them).

But aside from that, Spartan did not build an appealing global distribution model - it was often hard for customers to get product from anywhere but Spartan, and Spartan did a lot of "order from us" exclusives which sidelined distribution - this approach, together with its haphazard releases and ADHD personality made it a pretty unappealing partner. This effectively self-limited Spartan's reach to us customers. Whilst customer service when you were dealing with Spartan as an individual was often great (probably because you were dealing with one person, Lizzie, at the company), this wasn't the overall experience.

Customer experience is a HUGE thing in most big global companies - at my company it forms part of the metrics and KPIs of most leadership and a lot of the coal-face customer-facing people too. It's reviewed in leadership meetings, it's pored over and analysed, and action plans put in place to prevent decline, and to drive positives. This is because most companies understand that customer experience is a massive part of customer retention and it goes beyond just how customers find dealing with those at your company directly, but all the dealings with your company - whether that's delivery (which is most likely through a 3rd party you have little or no control over) or stocking (does my local store have your product?). If their delivery is late, or the shop doesn't have your stock, saying "it's not our fault" no longer cuts it in modern retail.

Fundamentally, Spartan failed to really grasp what a wargamer in 2017 wants to be happy. They had a window of opportunity back in 2010-2016 that they only partially exploited, and instead of shoring up and building on a few internal franchises, they kept creating new projects - splitting resources, baffling retailer and customer understanding / support, and ultimately killing their business. No one but Spartan's leadership is responsible for that.

So What Now?

Spartan is going - sad but maybe not without a silver lining. As you'll all undoubtedly know, I've been very critical of SGs (entirely unnecessary) "new direction" for Firestorm. I hope their v3 stuff does NOT make it out of Evercreech, and instead the franchise is picked up by someone who really understands wargames, miniatures, community support and business. I hope they re-engage the community and get Firestorm back to where it belongs - as a great and fun game up there with X-Wing, 40k and the like.

Of course, I'm still going ahead with Fanstorm, that hasn't changed. Whilst on holiday I've actually put a lot more work into my mammoth Firestorm valuation spreadsheet (which has been several years in the making). It's shaping up really nicely because I want to use it to re-cost the ships in the Firestorm universe to more accurately reflect their game value - which of course means you have to have a way of properly assessing their value in an unbiased and scientific way....turns out that's a LOT harder than you first imagine, especially with all the options in Firestorm v2.

As I think I've mentioned before, this Excel document assesses every ship and squadron's survivability against every other ships weaponry, and vice-versa, to give both offensive and defensive values based on statistical probabilities (at every range band, with every Hardpoint and Option, direct and indirect, accounting for MARs, damage etc). Funnily enough, the great majority of ships in FA are very closely pointed to their actual potential, with only a few types and individuals being obviously outside the norms and needing significant adjustment (battle stations - we're looking at you!).

Anyway, don't be glum about Spartan's demise - the people who used to work there are the ones who deserve more, as do all of you paying customers out there. At least they pulled the plug before the Kickstarter funded, as there would have been a lot of people losing money if that had been the case. Look at it this way - Spartan had produced very little for Firestorm over the past year, so what have you lost? OK, if you're a Halo GC player you've probably lost out more, or are a DW Kickstarter funder who still hasn't received their pledge, but if you're a Firestorm or Planetfall player, you're not in any real different position than you were yesterday, only the future is now a little clearer. I'll continue playing Firestorm and continue working with TheoryMachine to produce Fanstorm to keep all your models relevant and the game as vibrant as it ever was.

2017 - What will it bring for us gamers? Part 1: Spartan Games

Whatever your opinion of 2016 in other ways, it was a pretty good year in gaming. The hobby as a whole is growing at around 30% where most industries can hope for about 10% of that. We saw the arrival of some major new franchises like Dropfleet Commander and GW seem to be organising themselves in a slightly better way in many areas, despite still carrying on with Age of Sigmar (!). The rise of the board game strengthened more than ever, and there were a lot of great Kickstarter projects that were announced/launched and sometimes fulfilled. Not a bad time at all to be a gamer.

After looking over the Man Battlestations Blog, I thought it might be fun to do a similar predictive series of posts here over the coming days. So, what do I think is on the horizon for 2017?

Spartan Games

Let's start off with my once favourite games company. Unfortunately, after seeing behind the curtain for several years, I don't see great things ahead for SG. Why? Well, let me give you something of a parallel story from history.

I'm old enough to have been a kid during the personal gaming computer invention and rise. Back when the Sinclair ZX Spectrum was created in the '80s, I was at school and rode that crest of early computing brought to the masses. The market exploded from nothing to millions almost overnight, as everyone wanted this new stuff. There were many possibilities for a kid to convince their parents to buy, but the old Spectrum was the market leader, instantly recognisable with its rubber keyboard and coloured flash. Following it were the Commodore 64 for those with a bit more cash, and the high-end BBC Model B, which you could even get a floppy drive for.

The good old "Speccy" with its weird rubber keys

My parents were not high earners - not in itself a bad thing - but when coupled with their shocking lack of knowledge and gullibility, they became prime targets for the high street salesguy in the electronics store wanting to shift non-moving stock. Enter the Oric-1. 

Despite having hard keys, it was still pretty horrible to type on

"WTF is an Oric-1?", I hear you say as you frantically google it in another tab....well, let me tell you, in principle it was a better machine that the Spectrum - it had a non-rubber keyboard, a better BASIC (Spectrum BASIC was non-standard), a great music chip and it was competitively priced. Unfortunately it had some QC issues, meaning the machine I got on Christmas day didn't work properly. It was returned and I got another, which also had issues. Eventually this all got resolved by me getting an Oric Atmos, an even better machine with a keyboard of actual proper keys.

Oooh - sexy...proper keys that were nice to type on!

Of course, the Oric's market lifespan was limited - the Oric-1's initial QC problems in a marketplace where Sinclair machines were churned out in their thousands and with increasing memory meant that developers largely left it alone, meaning the range of games you could get for the Oric machine was much smaller than the Spectrum, Commodore 64 or even the BBC. In short, it failed to keep up with market demands and expectations, and though it was a great machine, its users enthusiastic and passionate, it fell into the dustbin of history long before its rivals.

If that story felt familiar, then it should. I feel Spartan - once ahead of the curve in this space - have been equalled and now (arguably) overtaken by their competitors. I don't believe Kickstarter funded projects will save them. They will continue with a (slowly shrinking) core of supporters, until the point their various games go mail-order only and/or become unsupportable, and go the way of Uncharted Seas.

The reasons behind this are twofold - resource and leadership. Spartan are located in a beautiful, but relatively remote and rural part of the UK. This provides relatively cheap building rent costs, but restricts the appeal of the location for up-and-coming developers. As we've all seen, staffing at Spartan is limited, and restricts their ability to keep up with customer demands, both in terms of information and product. In terms of leadership, Spartan Neil has a distinctive dictatorial style which makes him difficult to work with, which enhances the resourcing issue further. It also leads to some bizarre decisions being made that are not good for his business, but as the owner, who would stand up to those decisions?

This is something I am very familiar with, and there is a concept known as "The Healthy Organisation" - the works of Patrick Lencioni are great in this regard. Basically it talks about not only making SMART-led, KPI-monitored decisions in an organisation, but also making sure you take care of people, have an environment where decisions can be challenged and communicated fully and transparently etc. Companies that do this tend to do very well, because people are engaged, driven to succeed and feel supported in their endeavours.  For me, SG doesn't look like a SMART nor a Healthy Organisation.

Now this is OK if you're not fighting against the tide or want only a small piece of the pie, but less so when your market is very competitive or is fast-moving. Ten years ago this was probably true, and as SG entered into a background of a GW-dominated industry as a disruptive influence, it did well and developed quickly as a minor league player. The problem is, other companies did too. Mantic, for instance, which led by an ex-GW director, was much more business minded than SG.

So, specific predictions? I guess SG will fail to hit their DW Kickstarter fulfilment dates - it finished at around 270% of their goal with 858 backers (around 30-40% of other roughly comparable niche KS projects in terms of backer numbers) - though interestingly they had just THREE retail backers, which shows that they've either used up the goodwill of retailers out there or that shops are just going to wait and see if this has an effect on demand before getting stock - I suspect a little of both. Out of the pledges, 20 of them were their highest level "design a model" pledge, providing almost 12% of the total funding....which is a lot of promised design time, given SG committed to a couple of days with the designer each - that's 40 days or 2 full work months. Either they were not 100% honest about this or that's a LOT of design time not being spent on FA, PF & Halo...or they will horribly over-run. Or both, possibly all three!

Will FA v2.5/v3 come out in 2017? That's a toughie....I know "Spartan Linde" is working on this (he was a member of the FFG), but given I know his input, style and local meta, plus the increased centralisation of design to SG, I kind of hope it doesn't, because either the changes will be minimal and somewhat arbitrarily pointless, or they're going to screw it up. It would be a dangerous time to screw up, because Hawk will have fulfilled all their KS pledges, smoothed over any burns and got other stuff out by then. Plus they'll have had 6-9 months of real world play and feedback to hone their game and grow their userbase. If you like FA more than DFC, but can only get a game of DFC, guess what's going to happen in time? So overall I'm going to say they will, and it will have little impact on saving the system, primarily because Neil fails to grasp what people really want/need from a games company beyond shiny resin models.

What I hope SG do is release PF v2, which is really needed, though once again I think they'll screw it up for exactly the same reasons as above. I really feel for dedicated Planetfall players because the models are great, just the rules and fluff don't do them or the universe justice, nor has Spartan shown players any respect with the shockingly poor lack of support they've had - essentially being abandoned for most of 2016, and "supported" in the most haphazard and poorly executed way I've ever seen from a supplier.

I also expect Dystopian Legions will go the way of Uncharted Seas, and disappear completely. I also expect they'll do some batshit-crazy stupid project like their 1/300th scale 1946 WWII game they showed at Salute 2016, though god only knows what shape that will actually take. After some small hiatus they'll then abandon it.

Halo is the other difficult one. HFB has been little supported of late, and though HGC had an introductory splash, I've been underwhelmed with their releases post launch and their fulfilment hasn't been great. I can't imagine 343 are wildly enthusiastic about revenue numbers, and I expect further pressure from them on SG, impacting other ranges releases, or that relationship to become rather soured. It could go wither way from where I'm sitting.

So what I expect from SG is a set of releases which are not wholly thought through nor tie in with prior canon or background, because they don't see that as especially important. I expect them to try to lean more heavily on non-compensated fan support and Kickstarters to sustain themselves, and the "fickle gamers" as some have called them (or those with common sense and self respect as I would refer to us) gradually adopt other things to do with our time. 

I don't expect SG to explode, implode or revive their business, but to gradually become less and less significant in the gaming world as other companies get it more consistently right, and have their fingers on the pulse of what gamers want. I'd love SG to prove me completely wrong, but they've never failed so far to fulfil my jaded expectations of them. As T.S.Elliot wrote;

This is the way the world ends

This is the way the world ends

This is the way the world ends

Not with a bang but a whimper.

The Hub Systems Episode 19 - Salute 2016

After the Salute 2016 show, Oscar and I invite Spartan Vanguard Ian Duff (who was running the Planetfall demos), Chris Smith (aka the organiser of the Reading Warfare Firestorm tournament) and Tomas Martin (lead author for Spiral Arm Studios and Maelstrom's Edge) to talk about our impressions and highlights.

We cover new games like Halo Ground Combat and Project Götterdämmerung, as well as our usual Hit or Miss slot, where this time we examine the "Limited Edition" 2016 Space Marine from Games Workshop.

Tomas takes some time to talk about Maelstrom's Edge and how things have changed for Spiral Arms from last year pre-Kickstarter, to this year and having delivered and going retail. here's their website if you want to know more, or to buy the game, of course!

https://www.maelstromsedge.com/medge/

We also look at the rather nice Space Stations coming in Dropfleet Commander (look these up on Facebook);

Plus lots of other stuff - Enjoy!

Salute 2016

Returned from Salute 2016, which was exhausting but rewarding - Oscar and I did demo and participation games of Firestorm for 6 hours straight, and saw a lot of people...all of whom were very pleasant and had great things to say, so if you're one of them - thanks for stopping by!

Anyway, pictures speak a thousand words, so let's start off with the Spartan Games area during set up.

Spartan had double the area they had in 2015 at Salute this year, which was great

Not one but TWO Firestorm tables, one with the new reinforcement box ships, the other with the new Xelocians (we'll come back to them, don't worry!)

The Halo Fleet Battles table was showing off the new resin models, as well as the huge Covenant ship first shown at Gencon last year.

Dystopian Wars was not forgotten, demoed by Neil Parry and Andy.

The Planetfall table was actually put together not by Spartan, but by Ian Duff, who did an amazing job - the scenery was just gorgeous - I wish I'd not been too tired at the end of the day to remember to take a picture of the rooftop garden Ian had made - it was simply beautiful!

Of course Spartan were showcasing their Summer release of Halo Ground Combat, with some great 15mm renditions of the iconic Halo designs;

Warthogs stand off against the Covenant

Though I'm not sure this tank is really doing a good job of hiding behind terrain!

The infantry will be immediately recognisable by anyone who's played the Halo games.

Master Chief hiding? Or trying to operate that big gun?

Rooftop sniper and spotter teams

There were also a couple of pre-order show giveaways - 54mm versions of either a Spartan or an Elite with preorders of HGC.

This one will be a bit of a surprise to many (if not all) - Spartan were showing another new game in the pipes...Project Gotterdamurang, a WWII 1946 1/300th tank action game.

Anyway, back to Firestorm....I promised you Xelocians, didn't I?

Dreadnought (probably my favourite ship int he release) with its gun escorts - these can also be taken as Corvettes, making them super-useful.

Battleship - I love the tri-hull design here

The Cruisers, taken from the rear flank, which shows their simple, clean lines. This could be a very dull ship, but it's not, it looks sleek and elegant, but also deadly. Deeply impressive.

Finally the Frigates, which are not a squadron to be ignored (trust me!)

Here's Oscar poring over hardpoints for the Xelocians...decisions, decisions...

Here he is towards the end of the day, helping the next generation of players (we hope), even without having had a break for 6 hours. Made me immensely proud as a father to see him interacting with adults, teens and children throughout the day in a pleasant, confident and helpful manner. Not a single grumble, and a smile to the end - tremendous!

Just over a couple of tables and Ian's conducting several Planetfall converts in the art of killing lizards with spiders - well done that man!

loads of interest throughout the day kept everyone busy at the Spartan stand, Staff and volunteers alike often outnumbered 4:1 or more!

Martin, Spartan's production manager, on the Halo Fleet Battles table..wait, who's that dodgy bloke behind him? You know who I mean Chris!!!

Oscar and I got little time to have a run around the rest of the hall, but did swing by Hawk to see the progress on Dropfleet Commander, where's Dave has been busy making more larger-scale spaceships it seems - this did look rather nice, even if I'm not that sold on the big turret cannon things

So in a whirlwind Salute came and went, but it was thoroughly enjoyable and great to see people so interested in throwing dice and moving plastic spaceships around. Exhausting, but very rewarding - go next year if you can, otherwise see you at Reading Warfare in November!

Planetfall Magnetised Storage

Now I've mentioned the games room is coming along, so I've been sorting out my various gaming model collections - Firestorm ships, Zombicide, Strange Aeons and Deadzone figures in GW cases, larger models in display cases...but that leaves a lot of Planetfall stuff...question is, where to put it?

Now some time ago I acquired a postal letter rack thing - I don't know the official name for it - the kind of thing you'd get in an office for distributing letters to staff. I picked it up off our local Freecycle - a community where unwanted items are advertised to others to use if they have a use for them.

By itself this letter rack is not that useful - deep, shallow shelves are not that easy for using with many things other than letters! I had a plan however...First, I bought some sheet steel - 0.8mm thick and 625mm square...the company allowed up to 10 cuts for free on this, so cutting in half in one direction and in thirds in the other produces 6 sheets of about A4 dimension - the same as a standard piece of paper (in Europe). In other words, a piece of steel that will fit the letter rack.

I also ordered some flexible magnetic sheets - these were A5 size and 0.8 mm thick, the sort used for making fridge magnets.

The steel sheet also works well as a straight edge to cut the magnetic sheets on my cutting mat, so the first stage is to get everything lined up to cut a 4cm wide strip...

...and the cut it using a scalpel or similar blade.

This is repeated...

...until we've a stack of strips.

After that, this 3cm rectangles are cut off this strips, either as before with the scalpel

Or even using scissors and an infantry base as a guide

In any case, you then have some appropriately sized rectangles of magnetic sheet, and your small Planetfall bases. make sure you get the right side up, as typically only one side is magnetic, and you want to make sure that's NOT the side you're gluing to the base!

It's then a simple matter of adding superglue

And attaching firmly

Voila!

i found that a couple of drops of superglue was sufficient, and the base can then be used to quickly spread it around, either with a circular or dragging motion, to ensure there's glue over most of the base/magnet union without getting too much seepage of glue (you can see a little in the bottom right hand corner of the base above).

This can then be put on the magnetic sheet until its fully dried

Even so, it will cling to the steel sheet...

...even upside down!

When it's completely dry, you can then trim off any excess sheet from the base. I just used scissors for this - it's quick and easy.

Repeat until finished...

And here they are stored in the letter-rack - or at least the start of the forces

I've ordered some more sheet as I got through the small A5 sheets quite quickly - and as you can see I've a lot of Planetfall stuff to do.