Games Workshop, the British maker of the iconic Warhammer tabletop miniatures, has posted record-breaking sales for the first half of its financial year, a performance it directly links to its staunch support for human creativity over artificial intelligence.
Financial Fortitude Amid Tariff Troubles
The Nottingham-based company revealed that revenues for the six months to 30 November surged by nearly 12% to £333.7 million at constant currency rates, compared to the same period last year. This impressive growth propelled its pre-tax profit to £140.8 million, an 11% year-on-year increase.
This success story unfolded despite the firm absorbing a significant £6 million hit to profits. The company attributed this direct cost to changes in US import tariffs enacted under President Donald Trump. To help counter these increased trade costs, Games Workshop implemented price rises averaging around 3.5% across its miniature figures and books.
A Deliberate Stand Against AI-Generated Content
In its report, the company's management took a clear and public stance on the controversial use of artificial intelligence in creative processes. It stated the firm is taking a "cautious" approach and explicitly does not permit AI-generated content or AI tools in its design workflows.
The policy extends to external competitions, banning the unauthorised use of AI. "We have also agreed we will be maintaining a strong commitment to protect our intellectual property and respect our human creators," the report added, framing its artistic output as a distinctly human endeavour.
Global Expansion and Silver Screen Delays
The Warhammer hobby's global reach continues to grow, with products sold through independent retailers worldwide and through its own network of 575 stores, including 134 in the UK. Building on this momentum, Games Workshop hailed plans for a new Warhammer World in the United States, set to open in 2027, mirroring its flagship venue in Nottingham.
However, fans eagerly awaiting a screen adaptation will have to remain patient. Despite granting Amazon exclusive TV and film rights to the Warhammer 40,000 franchise over three years ago—with actor Henry Cavill attached—the company confirmed it could not yet provide a release date, noting such projects take years and are outside its direct control.
Analyst Dan Lane of Robinhood UK called Games Workshop "one of the UK’s truly great success stories," suggesting its AI scepticism might position it as a bastion of human-led escapism. He did, however, pose a question on many investors' minds: "But, with other firms proving how useful AI can be in running the business rather than affecting the product offering, is Games Workshop the next luddite in the making?"
Despite the robust financial results, shares in the London-listed company were down by nearly 3% in trading on Tuesday 13 January 2026.
