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I disagree with you there @mecha82 We have a phrase here in England that goes like this. Find a way to get paid for doing something you enjoy and you will never work again. I don’t think anything stops being fun just because it’s also your job.
@limburger I don’t think anyone at GW – or any other company – is being forced to be creative in any way other than they need to provide some kind of tangible output to get paid. I suspect most people working in the games industry are doing so because they enjoy it. Speedfreeks wasn’t a specialist game because it was just a miniatures bundle. It’s not planned to get long term support, just a limited run in order to sell a lot of Ork vehicles.