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Subscribed 5 years, 7 months ago
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/* Over-ride for RTL */
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.intercom-attachment,
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}

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  background-size: 32px !important;
  background-position: center !important;
}

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  float: right !important;
  background-color: #fff !important;
}

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  font-size: 15px !important;
  margin: 16px 18px 12px !important;
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}

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}

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  height: 16px !important;
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  margin: 0 !important;
  vertical-align: top !important;
  font-size: 12px !important;
}

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  margin: 0 0 0 5px !important;
  font-size: 12px !important;
  font-weight: 500 !important;
  overflow: hidden !important;
}

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  margin: 1px 0 0 5px !important;
  font-size: 12px !important;
  overflow: hidden !important;
  vertical-align: middle !important;
  float: left !important;
}
  </style>
  <style>
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}
.intercom-align-center {
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}
.intercom-align-left {
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}
/* Over-ride for RTL */
.right-to-left .intercom-align-right{
  text-align: left !important;
}
.right-to-left .intercom-align-left{
  text-align: right !important;
}
.right-to-left .intercom-align-left {
  text-align:right !important;
}
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  direction: rtl;
}
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}
.intercom-attachment,
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.intercom-attachments td,
.intercom-attachments th,
.intercom-attachments tr,
.intercom-attachments tbody,
.intercom-attachments .icon,
.intercom-attachments .icon img {
  border: none !important;
  box-shadow: none !important;
  padding: 0 !important;
  margin: 0 !important;
}
.intercom-attachments {
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}
.intercom-attachments .icon,
.intercom-attachments .icon img {
  width: 16px !important;
  height: 16px !important;
}
.intercom-attachments .icon {
  padding-right: 5px !important;
}
.intercom-attachment {
  display: inline-block !important;
  margin-bottom: 5px !important;
}

.intercom-interblocks-content-card {
  width: 334px !important;
  max-height: 136px !important;
  max-width: 100% !important;
  overflow: hidden !important;
  border-radius: 20px !important;
  font-size: 16px !important;
  border: 1px solid #e0e0e0 !important;
}

.intercom-interblocks-link,
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}

.intercom-interblocks-article-icon {
  width: 22.5% !important;
  height: 136px !important;
  float: left !important;
  background-color: #fafafa !important;
  background-image: url('https://inboxflows.com/_/image/https%253A%252F%252Ffreetrade.intercom-mail.com%252Fassets%252Farticle_book-1a595be287f73c0d02f548f513bfc831.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZmcmVldHJhZGUuaSJ9:1kXOVL:Ct-3LLUejO1pIjbbu6romE78tynHzyjxMocQP1T6nHk') !important;
  background-repeat: no-repeat !important;
  background-size: 32px !important;
  background-position: center !important;
}

.intercom-interblocks-article-text {
  width: 77.5% !important;
  float: right !important;
  background-color: #fff !important;
}

.intercom-interblocks-link-title,
.intercom-interblocks-article-title {
  color: #519dd4 !important;
  font-size: 15px !important;
  margin: 16px 18px 12px !important;
  line-height: 1.3em !important;
  overflow: hidden !important;
}

.intercom-interblocks-link-description,
.intercom-interblocks-article-body {
  margin: 0 18px 12px !important;
  font-size: 14px !important;
  color: #65757c !important;
  line-height: 1.3em !important;
}

.intercom-interblocks-link-author,
.intercom-interblocks-article-author {
  margin: 10px 15px !important;
  height: 24px !important;
  line-height: normal !important;
}

.intercom-interblocks-link-author-avatar,
.intercom-interblocks-article-author-avatar {
  width: 16px !important;
  height: 16px !important;
  display: inline-block !important;
  vertical-align: middle !important;
  float: left;
  margin-right: 5px;
}

.intercom-interblocks-link-author-avatar-image,
.intercom-interblocks-article-author-avatar-image {
  width: 16px !important;
  height: 16px !important;
  border-radius: 50% !important;
  margin: 0 !important;
  vertical-align: top !important;
  font-size: 12px !important;
}

.intercom-interblocks-link-author-name,
.intercom-interblocks-article-author-name {
  color: #74848b !important;
  margin: 0 0 0 5px !important;
  font-size: 12px !important;
  font-weight: 500 !important;
  overflow: hidden !important;
}

.intercom-interblocks-article-written-by {
  color: #8897a4 !important;
  margin: 1px 0 0 5px !important;
  font-size: 12px !important;
  overflow: hidden !important;
  vertical-align: middle !important;
  float: left !important;
}
  </style>
 </head>
 <body bgcolor="f9f9f9" style="background-color: #f9f9f9; margin: 0px; padding: 20px">
  <table align="center" bgcolor="white" border="0" cellpadding="0" cellspacing="0" class="main" style="border-collapse: separate; border-spacing: 0; font-family: Helvetica, Arial, sans-serif; letter-spacing: 0; table-layout: fixed" width="595">
   <tbody>
    <tr>
     <td class="main-td" style="border: 1px solid #dddddd; border-radius: 2px; box-shadow: 0 1px 3px 0 rgba(0, 0, 0, 0.05); font-family: Helvetica, Arial, sans-serif; font-size: 16px; padding: 40px 60px">
      <!-- Header -->
      <table class="header" style="border-collapse: separate; border-spacing: 0; table-layout: fixed" width="100%">
       <tbody>
        <tr>
         <td align="left" class="logo" style="font-family: Helvetica, Arial, sans-serif; font-size: 16px; padding: 0; text-align: left">
          <img class="featured" height="42" src="https://inboxflows.com/_/image/https%253A%252F%252Ffreetrade.intercom-mail.com%252Fi%252Fo%252F85446376%252F9d8279e1b87800aa14bc59ed%252FFile1542109735002/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZmcmVldHJhZGUuaSJ9:1kXOVL:Ct-3LLUejO1pIjbbu6romE78tynHzyjxMocQP1T6nHk" style="padding: 15px 0 30px; text-align: left" width="165"/>
         </td>
        </tr>
       </tbody>
      </table>
      <!-- Main content -->
      <table class="content" style="border-collapse: separate; border-spacing: 0; table-layout: fixed" width="100%">
       <tbody>
        <tr>
         <td class="content-td" style="color: #525252; font-family: Helvetica, Arial, sans-serif; font-size: 15px; line-height: 22px; padding: 0">
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Hi there
           <img alt="wave" class="ic_emoji_img" height="16" src="https://inboxflows.com/_/image/https%253A%252F%252Ffreetrade.intercom-mail.com%252Fimages%252Femojis%252F32x32%252F1f44b.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZmcmVldHJhZGUuaSJ9:1kXOVL:Ct-3LLUejO1pIjbbu6romE78tynHzyjxMocQP1T6nHk" style="height: 16px; margin: 0; max-width: 16px; min-height: 16px; padding: 0; width: 16px" width="16"/>
           <i>
           </i>
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           <i>
            We’ve started the
           </i>
           <b>
            <i>
             Weekend Read
            </i>
           </b>
           <i>
            . Each week, we send you something interesting. Forward it on to your friends (or enemies).
           </i>
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Nowadays, geek culture reigns supreme.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           The top grossing movie series?
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Marvel. 🕸
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           The biggest TV show?
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Game of Thrones - whatever you thought of the last series.
           <img alt="rage" class="ic_emoji_img" height="16" src="https://inboxflows.com/_/image/https%253A%252F%252Ffreetrade.intercom-mail.com%252Fimages%252Femojis%252F32x32%252F1f621.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZmcmVldHJhZGUuaSJ9:1kXOVL:Ct-3LLUejO1pIjbbu6romE78tynHzyjxMocQP1T6nHk" style="height: 16px; margin: 0; max-width: 16px; min-height: 16px; padding: 0; width: 16px" width="16"/>
          </p>
          <div align="left" class="intercom-container intercom-align-left" style="margin-bottom: 16px; text-align: left !important">
           <img src="https://inboxflows.com/_/image/https%253A%252F%252Flh5.googleusercontent.com%252FSptPQlGIYrCc-3HjdNkZZtBPqzQ2ykFg2-35Ibl-yVKb0u4Gc62g700nMzRpLcu8UbQk74OjU_cIzsdxRTAkEjITCT3tP2Kn_NiMAsK-rgddFJbCOeOyyTQHHcdjYdBrOqGrHyK4/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZsaDUuZ29vZ2xldSJ9:1kXOVL:ilBS1szMnGxxUOp_NWnj4wRmj3S7VbwyqQ4P7rUzE-g" style="margin: 17px 0; max-width: 100%"/>
          </div>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Good intellectual property is big business and the toast of Hollywood.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           But did you know there’s an independent UK company working out of Nottingham who've turned their IP into a billion pound business?
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Games Workshop, the makers of Warhammer.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Yep, the little paintable models.
          </p>
          <div align="left" class="intercom-container intercom-align-left" style="margin-bottom: 16px; text-align: left !important">
           <img src="https://inboxflows.com/_/image/https%253A%252F%252Flh3.googleusercontent.com%252F6TxbKirEHo2tlUz8D6LM_8Lu2dSxWO7LwyVplKeLXsfCKs1OWkvJgcPAxDZayjf-ipNbIRTlsVclcjtXMAXL78HJytxnQpJY77yiyHtu2rPH7DBqIJQzpp-2Ie8WJiusmtst2zfY/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZsaDMuZ29vZ2xldSJ9:1kXOVL:cV-sjv8NlsZy9vSlr98NWDc_bN-tEMSdCYDO4FDJwOM" style="margin: 17px 0; max-width: 100%"/>
          </div>
          <h2 align="left" class="intercom-align-left" style="color: #282F33; font-size: 18px; font-weight: bold; margin-bottom: 7px; margin-top: 30px; text-align: left !important">
           How it began
           <img alt="cloud" class="ic_emoji_img" height="16" src="https://inboxflows.com/_/image/https%253A%252F%252Ffreetrade.intercom-mail.com%252Fimages%252Femojis%252F32x32%252F2601.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZmcmVldHJhZGUuaSJ9:1kXOVL:Ct-3LLUejO1pIjbbu6romE78tynHzyjxMocQP1T6nHk" style="height: 16px; margin: 0; max-width: 16px; min-height: 16px; padding: 0; width: 16px" width="16"/>
           ️
          </h2>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Games Workshop was started in 1975 by a trio of game-lovers: Ian Livingstone, Steve Jackson and John Peake. They started off making classic board games like Backgammon and Go.
           <img alt="game_die" class="ic_emoji_img" height="16" src="https://inboxflows.com/_/image/https%253A%252F%252Ffreetrade.intercom-mail.com%252Fimages%252Femojis%252F32x32%252F1f3b2.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZmcmVldHJhZGUuaSJ9:1kXOVL:Ct-3LLUejO1pIjbbu6romE78tynHzyjxMocQP1T6nHk" style="height: 16px; margin: 0; max-width: 16px; min-height: 16px; padding: 0; width: 16px" width="16"/>
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           But Steve and Ian were keener on new trends like computer and role-playing games.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           That tension led to the departure of the traditionalist John, who left to spend the rest of his days playing himself at Backgammon (we assume).
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Meanwhile Ian and Steve secured the UK distribution rights to big US role-playing games like Dungeons and Dragons. In the 1970s, these games were a big deal. Remember: there was no GTA. 😬
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           But Steve and Ian had even bigger plans.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           In 1979, they invested to set up a model foundry called Citadel with fellow designer Bryan Ansell. The miniatures would be for their first self-produced game: Warhammer.
          </p>
          <h2 align="left" class="intercom-align-left" style="color: #282F33; font-size: 18px; font-weight: bold; margin-bottom: 7px; margin-top: 30px; text-align: left !important">
           “In the grim darkness of the far future, there is only war”
          </h2>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Warhammer is a tabletop war-game with battles played out by armies of models and a roll of the dice. To play it, you have to buy models, paints and the rule set.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Their first version was a fantasy setting riffing on Lord of the Rings, with an added dose of black humour.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           A few years later, they released an even more popular space-based version: Warhammer 40K.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           It’s set in a wildly dystopian future galaxy of constant war, ravening alien horrors and huge shoulder pads.
          </p>
          <div align="left" class="intercom-container intercom-align-left" style="margin-bottom: 16px; text-align: left !important">
           <img src="https://inboxflows.com/_/image/https%253A%252F%252Flh3.googleusercontent.com%252FjMFg3C_657MfsPVZF8Dp-9Cst6Vmarc1UkVyvLyLPK9UfWbMw7FyjKQ0oH95Cdb96ZOnv3ruikBrGToT61pz5Hp3hYH0qzDTVa233xvNxROwKDNo6U2ZzenhIhlmxSaiUKWoT0dz/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZsaDMuZ29vZ2xldSJ9:1kXOVL:cV-sjv8NlsZy9vSlr98NWDc_bN-tEMSdCYDO4FDJwOM" style="margin: 17px 0; max-width: 100%"/>
          </div>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           For both versions, even at an early stage, Games Workshop had hit on a creative and commercial innovation. Their creative edge was to treat the games as a platform for epic storytelling, told over the gaming materials as well as books and eventually video games.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           They won a huge number of fans and customers who had no intention of actually playing the game. They just liked the story and the models.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           The commercial innovation was that Games Workshop was vertically integrated to absolute precision. They own the company that makes the models and the shops they sell them in.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           They even own a popular magazine, White Dwarf, that exists solely to promote the game.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           The sheer quantity of models was also
           <i>
            very
           </i>
           compelling for collectors. Fans now refer to the game semi-affectionately as “like crack but less affordable”.
          </p>
          <h2 align="left" class="intercom-align-left" style="color: #282F33; font-size: 18px; font-weight: bold; margin-bottom: 7px; margin-top: 30px; text-align: left !important">
           Going Public
           <img alt="chart_with_upwards_trend" class="ic_emoji_img" height="16" src="https://inboxflows.com/_/image/https%253A%252F%252Ffreetrade.intercom-mail.com%252Fimages%252Femojis%252F32x32%252F1f4c8.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZmcmVldHJhZGUuaSJ9:1kXOVL:Ct-3LLUejO1pIjbbu6romE78tynHzyjxMocQP1T6nHk" style="height: 16px; margin: 0; max-width: 16px; min-height: 16px; padding: 0; width: 16px" width="16"/>
          </h2>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           In 1991, Steve, Ian and Bryan sold the company to their management team, led by Tom Kirby.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Warhammer was bigger than its creators and in 1994, Games Workshop went public on the London Stock Exchange.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           The late 1990s to early 2000s were a difficult period. They faced competition from collectable cards like Pokemon. A Lord of the Rings partnership brought a fresh burst of popularity, but died down when the films concluded.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Not only was the stock suffering, fans were angry too. The company was focusing on expensive special models over the game itself, as well as tightening its grip on distribution and raising prices.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           CEO Tom Kirby, seen as arrogant and greedy, was particularly reviled. Google him if you want to see some very angry fan biographies.
           <img alt="japanese_goblin" class="ic_emoji_img" height="16" src="https://inboxflows.com/_/image/https%253A%252F%252Ffreetrade.intercom-mail.com%252Fimages%252Femojis%252F32x32%252F1f47a.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZmcmVldHJhZGUuaSJ9:1kXOVL:Ct-3LLUejO1pIjbbu6romE78tynHzyjxMocQP1T6nHk" style="height: 16px; margin: 0; max-width: 16px; min-height: 16px; padding: 0; width: 16px" width="16"/>
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Eventually Kirby was pushed out in favour of Kevin Rountree in 2013.
          </p>
          <h2 align="left" class="intercom-align-left" style="color: #282F33; font-size: 18px; font-weight: bold; margin-bottom: 7px; margin-top: 30px; text-align: left !important">
           The Rise
           <img alt="boom" class="ic_emoji_img" height="16" src="https://inboxflows.com/_/image/https%253A%252F%252Ffreetrade.intercom-mail.com%252Fimages%252Femojis%252F32x32%252F1f4a5.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZmcmVldHJhZGUuaSJ9:1kXOVL:Ct-3LLUejO1pIjbbu6romE78tynHzyjxMocQP1T6nHk" style="height: 16px; margin: 0; max-width: 16px; min-height: 16px; padding: 0; width: 16px" width="16"/>
          </h2>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           A few years after the CEO switch, things started to turn around.
           <img alt="muscle" class="ic_emoji_img" height="16" src="https://inboxflows.com/_/image/https%253A%252F%252Ffreetrade.intercom-mail.com%252Fimages%252Femojis%252F32x32%252F1f4aa.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZmcmVldHJhZGUuaSJ9:1kXOVL:Ct-3LLUejO1pIjbbu6romE78tynHzyjxMocQP1T6nHk" style="height: 16px; margin: 0; max-width: 16px; min-height: 16px; padding: 0; width: 16px" width="16"/>
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Since 2016, Games Workshop has been one of the UK’s best performing investments, with the share price rising nearly 10 times in 3 years. In 2018, profits doubled.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Analysts point to rising revenues, strong dividends and a smart business model.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Unlike most media companies, which monetise their IP through expensive projects like movies, video games or shows, Games Workshop’s main business - the models - is very flexible, scalable and cash-generative.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Fans reckon it’s just down to finally having a new CEO who listens to their demands. Since 2015, the game has been revitalised with new editions and more price-accessible sets.
          </p>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           <b>
            There are still big challenges ahead for the company like:
           </b>
          </p>
          <ul style="list-style-type: disc; margin: 0 0 20px 40px; padding: 0">
           <li>
            Maintaining growth for an expensive, high commitment product
           </li>
           <li>
            Facing competition from the new board game culture
           </li>
           <li>
            Potential 3D printing piracy
           </li>
          </ul>
          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           Whether you think Games Workshop can keep on conquering or that it's reached a plateau, in a world where fandom rules, they’re certainly worth keeping an eye on.
          </p>
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            Read the whole story
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          <p align="left" class="intercom-align-left" style="line-height: 1.5; margin: 0 0 17px; text-align: left !important">
           <br/>
           Talk soon,
           <br/>
           Toby
           <br/>
           <br/>
           P.S. We've started the
           <b>
            Weekend Read
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           (not always on weekends
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           ). Each week we send you something interesting - please forward it on. And give us feedback. We reply to every email!
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5 years, 7 months ago - toby.steinberg@freetrade.io
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