Games Workshop Achieves Record Results While Taking Bold Stance on AI

18 January 2026 Business and Technology

Record-Breaking Financial Performance

Games Workshop, the Nottingham-based manufacturer of miniature wargames, has reported record half-year results for the 26 weeks ended 30 November 2025, with revenue growing to £332.1m compared to £299.5m in the same period the previous year, whilst pre-tax profits increased to £140.8m from £126.8m. This achievement marks another milestone for the tabletop gaming giant, demonstrating the enduring popularity of the Warhammer franchise and the company’s strategic approach to global expansion.

The Warhammer maker unveiled these results alongside core revenue rising more than 17% to reach £316.1m. The business delivered profitable sales growth in all its core 23 countries and all its three channels, driven by the weekly release of new miniatures across the whole breadth of Games Workshop’s IP and successful sales of existing products.

Groundbreaking AI Policy Sets Industry Standard

In a significant move that has garnered attention across the creative industries, Games Workshop has banned the use of AI in its design processes, with CEO Kevin Rountree saying the £6bn business was strongly committed to protecting its IP and respecting its human creators. The company stated they do not allow AI generated content or AI to be used in their design processes or its unauthorised use outside of GW including in any of their competitions.

This decision positions Games Workshop as a leader in protecting creative talent and intellectual property rights within the tabletop gaming industry, responding to growing concerns about AI-generated content replacing human artists.

Exciting New Releases for 2026

Games Workshop has revealed not just Huron Blackheart but an army’s worth of releases for his Red Corsairs, following their New Year preview event. The New Year preview covered Warhammer 40,000, Warhammer Age of Sigmar, Warhammer: The Horus Heresy, and Blood Bowl, showcasing the breadth of content planned for the year ahead.

Additionally, Games Workshop announced plans to open a new Warhammer World location within the United States, expanding their physical presence and providing American fans with greater access to the Warhammer experience.

Looking Ahead: Significance for Hobbyists and Investors

Games Workshop’s record performance and ethical stance on AI demonstrate the company’s commitment to both financial success and creative integrity. For hobbyists, this means continued investment in high-quality, human-designed miniatures and expanding ways to engage with the Warhammer universe. For investors and industry observers, these results reinforce Games Workshop’s position as a stable, growing force in the tabletop gaming market, with a clear vision that prioritises long-term sustainability over short-term gains whilst maintaining strong ethical principles in an evolving technological landscape.