One of the biggest challenges facing model companies these days is the rise of 3D printing. The technology is still not user friendly enough for wide-scale home use, but it is now profitable enough for small batch producers on Etsy and other sites. This technology will only become more accessible and dealing with the amazing proxies, or even copies of models, it can produce is a major challenge.
Creature Caster has been making highly detailed models for a number of years now. While their sculpts aren’t always to my liking, they are somewhat common and highly detailed. Recently the company announced a new line of miniatures that will be released as Stl files for 3D printers. The new subscription-based service will provide buyers with a line of models that are based around a compatible D&D-like setting. Alongside the launch of these miniatures, they are launching their own world for this role-playing rule set. The physical models will also be available for sale in their store, and no merchant licenses will be given out.
Implications:
I think this is a very logical way for a producer to test the waters with 3D printing. By tying it to a unique setting Creature Caster can keep it separate from its main brand in case it goes poorly. This unique setting also allows them to sell books, add-ons or other materials as a way to recoup costs. The subscription model provides them with reliable income, and the offer of an additional free model every three months encourages users to stick around. By not releasing merchant licenses, they can keep a strict control over who can print the miniatures and can clamp down on any users trying to sell them via Etsy, EBay etc. They have also provided buyers the option of skipping the printers via their online store. Also, Creature Caster occupies a high-end niche with their models. If you think about them like Forge World then you may seem some relevant parallels to GW.
Challenges:
Success is by no means assured. While they can clamp down on people offering to sell their minis in a print-for-pay environment, clever sellers can print the models beforehand and sell them like second-hand models. People will also be able to skirt the restrictions if they have a friend who is willing to print the minis for them and their friends. Also, the files themselves will likely be made widely available on pirated and legitimate sites quickly. Managing the library of content will also be tricky. The more content there is the more valuable the subscription is, but this might induce people to wait a while before signing up to get the most bang for their buck. Given how quickly they will lose control over each release they will need to ensure a constant churn of models to keep subscribers happy and interested.
Summary:
I think Creature Caster is sensing which way the wind is blowing. By being one of the first major companies to flirt with 3D printed releases they are taking a bold, yet uncertain, step into the unknown. We have seen smaller designers thrive on sites like Patreon and Kickstarter, so there is a pathway to profitability here. The biggest question remains if they can produce enough content to keep the interest of their subscribers? The monthly price is also going to be a big hurdle. They need to find a way to encourage people to stick around and not just dip in or out depending on what models they like. At the same time, if they have a good price, they might be able to profit from people who occasionally subscribe.
Time will tell if this strategy will be a winning one. Creature Caster has positioned itself at the forefront of the market with this maneuver. However, history is littered with companies that innovated before the market was ready to support them, We will be watching these developments with interest!
And remember, Frontline Gaming sells gaming products at a discount, every day in their webcart!
