Is Amazon Gaming Poised to Become the Next Marvel Phenomenon?

Several of the globe’s largest corporations emerged from modest origins, yet the initial period of Games Workshop was less illustrious than many others.

“We found ourselves living in a van,” states Sir Ian Livingstone.

He co-founded the brand, predominantly recognized for its Warhammer games, alongside Steve Jackson in 1975.

Sir Ian recounts to BBC News how they approached a bank manager to request £10,000 to initiate their venture.

They later went on to develop sought-after miniature figures that enthusiasts worldwide collect, paint, and use in intricate tabletop battles.

However, it was a tumultuous beginning.

“He regarded us much like a dog watches TV, utterly bewildered by our conversation, and asked us to exit,” he explains.

The duo ended up operating from a cramped room at the back of a real estate agent’s office and joined a local squash club for access to showers.

“We had no dreams of turning this into a major enterprise,” Sir Ian admits.

“We were driven by our enthusiasm as gamers desiring to partake in a nascent gaming enterprise.”

That enthusiasm has flourished since, and Games Workshop has achieved unprecedented success, recently making its debut in the UK’s top 100 companies.

It generated a profit of £126.8m ($154.4m) in the latter half of 2024, distributing its products globally.

Miniatures were merely a segment of the overall picture, as a significant portion of its earnings stemmed from licensing – permitting its products to be transformed into video games, films, and television series.

Academic Dr. Hailey Austin, affiliated with Abertay University’s department of games and arts, informs BBC News that the company has always excelled at branching into new domains.

“They are eager to explore new ventures,” she notes.

“They have consistently pushed the limits, venturing into miniatures, paints, as well as literature, magazines, and even digitizing their games.”

Games Workshop is confident that it possesses “some of the most underutilized intellectual properties globally,” with ample potential for further growth.

The company recently formalized a lucrative arrangement with Amazon to produce Warhammer television series and films, and has lent its name to one of the best-selling video games of 2024.

Space Marine II – rooted in the massive galactic warriors from the sci-fi-themed Warhammer 40,000 (40K) series – was an unexpected hit, selling 4.5 million copies within its first month.

Games Workshop leader Kevin Rountree informed investors that Space Marine II had generated “enthusiasm” for its miniatures, and that staff at retail locations reported an increase in foot traffic resulting from the game’s success.

The impact of television and gaming in providing fans with additional avenues to connect with their cherished hobbies is a trend being embraced by more companies.

Last year, the video game adaptation Fallout propelled the decade-old title to soar within the bestseller rankings.

Warhammer enthusiasts mention they’ve perceived a comparable phenomenon as well.

Katie Foad’s initial attraction to Warhammer stemmed from painting its intricate miniature figures, but states that her fascination intensified after she played the 40K-themed strategy video game Dawn of War.

This led her to the Games Workshop community, and she is now affiliated with Tabletop Tactics – a YouTube channel devoted to all aspects of Warhammer.

She became involved in 2021, when Games Workshop – similar to other indoor pastimes – was experiencing a surge as a result of the Covid-19 pandemic.

Katie mentions that after the launch of Space Marine II last year, the channel observed an increase in new subscribers – particularly popular were videos featuring characters and creatures from the game.

“We’re definitely noticing significantly more interest because of the popularity of Space Marine II,” she remarks.

Additionally, Warhammer has received another uplift from within the entertainment sector – Superman himself, Henry Cavill.

The actor has earned the title of the “world’s coolest nerd” due to his widely recognized enthusiasm for video gaming and Warhammer.

Katie believes this has played a role in introducing new individuals to the hobby and also motivated them to be more forthcoming about their passion for it.

“For those individuals who were already invested in Warhammer, they’ve seen him being so proud about it and thought: ‘Oh, this is something that is trendy’,” observes Katie.

“‘I can converse with others about it. I can inspire others to join the hobby’.

“And I believe those already engaged in it are now eager to share.”

Cavill was instrumental in the arrangement with Amazon and is set to executive produce and star in its adaptations of Games Workshop.

Adapting the Warhammer universe and its extensive lore – foundational details about the various races and characters within it – proves to be quite the task.

This is a challenge well understood by Clive Standen, who portrays the lead character Lieutenant Demetrian Titus in Space Marine II.

Standen shares with BBC Newsbeat that his initial recording sessions required him to negotiate with Games Workshop representatives to infuse depth and emotion into his typically reserved ultramarine character.

“We need to uncover subtle nuances to rally the audience behind him,” states Standen.

“Otherwise, his demeanor will come off as very distant.”

Ultimately, Standen mentions they established a “common ground”, and his portrayal in the game has placed him in contention for a Bafta Games Award.

He also provided the voice for Titus in a Space Marine II-themed episode of Secret Level (the Prime Video anthology based on popular video games).

Amazon claims it marked the largest launch for an animated series on its streaming platform.

Standen asserts that the streamer’s substantial resources indicate it is an appropriate venue to faithfully represent further Warhammer productions.

However, he cautions it will require substantial effort.

“You have to strike a delicate balance between satisfying the fans who are emotionally invested and also appealing to the broader audience,” he explains.

“Because if there isn’t enough viewership, it won’t be renewed for a second season.”

Games Workshop has indicated that it will take some time before its adaptations reach the screen and has cautioned that success cannot be guaranteed in the volatile and unpredictable gaming industry.

Katie believes the “vast universe” supporting Games Workshop indicates it will persist in thriving.

Nonetheless, she expresses her enthusiasm to witness the response to future creations inspired by Warhammer.

“There’s an abundance to it that I believe will ensure its ongoing success,” she states.

“However, depending on the outcome of this Amazon series, if it truly captures a broader audience, it could potentially explode.

“It might become Marvel.”

Sir Ian, who divested Games Workshop in 1991 for £10m, mentions he will also be observing with keen interest.

“At this moment, it feels akin to proud parents witnessing this remarkable British success story as it conquers the globe and ascends to one of the leading game IPs in history; the sense of pride is overwhelming,” he remarks.

“And I hope this continues for a long time.”

Additional reporting by Chris Vallance and Peter Gillibrand.