Armageddon Campaign. Product and play event development for Warhammer 40,000 by Games Workshop Ltd.

Summer 2000, before concepts like transmedia and prosumerism were popular, at Games Workshop we did the Armageddon Campaign for the tabletop wargame Warhammer 40,000.
A worldwide tabletop play event online open to all the consumers, with the promise the outcome of the games they will play in that setting would change the background of the game. For the first time in Games Workshop history players would have the chance to directly affect the canon of the Warhammer 40,000 IP


With the backdrop provided in the book Codex Armageddon. Players were allowed to upload and share in the Campaign Hub their games and see, live, the progression of the different factions fighting for the control of region of Planet Armageddon.


Summer 2000 it means it was no Facebook nor Twitter to support the campaign. We had to rely in traditional cross platform. The worldwide event was fuelled by a dedicated website with weekly content updates and the data Campaign Hub, plus the different editions of the White Dwarf magazine, and a roadshow in all the countries of GW Retail chain that would be hosting organized play and provide connectivity to players without internet access


Players reaction was outstanding, with well over 33,000 games being played and more than 85,000,000 points of troops being used. Almost one million of visitors during the campaign was an incredible level of digital engagement at that time. Apart from online activity data, the GW Design Studio was literally flooded with content created by players during that summer: writing works, illustrations, new rules, armies, special characters, all type of artwork, etc. an amazing amount of creative material related to the Armageddon Battle and Warhammer 40,000

The complete Armageddon product range was quite vast since the event was open to embrace all the Warhammer 40,000 portfolio existing.
To specifically support the campaign was released:
– The Codex Armageddon book
– Five issues of White Dwarf Magazine in his UK, US, AU, FR, ES, DE editions
Plus all the blisters and sets for the four new armies released at the event:
-Ork Kult of Speed army.
-Black Templars Space Marine Chapter.
-Salamanders Space marine Chapter.
-Armageddon Steel Legions Imperial Guard.

Company. Games Workshop Ltd
Product: Warhammer 40,000
Team: GW Design Studio