Warhammer Serial Paratext: A Games Workshop Business Strategy

Games Workshop (GW) is a top 100 British company known for their Warhammer brand. Almost no attention has been paid to GW business strategy, however, in academic or management practitioner literature. This study addresses the analytical gap by examining how GW monetizes serial paratext over time. It connects GW's 1994–2002 magazine, The Citadel Journal , to the company's Warhammer+ digital platform TV content (2021–present) and references White Dwarf magazine (1977–present). We use reflexive thematic analysis to demonstrate seven GW paratext themes across decades. While the overall themes remain consistent, we identify changes in emphasis. For example, GW experiments with more advertisements and staff-produced reporting about the company but restrains customer participation. Our analysis informs wider debates about how paratext can operate within game studies and suggests that more scholars could assess its commercial implications.