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It's put that on, at least, every year since" "The business put on its own turnover again in that year (2010). We're five years into that, and we're also dealing with the decline of retail here, but the business keeps growing. It's opened a lot of doors going forward, so we're very happy with that. It was a merger to all intents and purposes, but it's worked out very well for us. "Effectively, at the time that we did the deal, Matrix were arguably a bigger company than us, so it was a kind of a reverse takeover.
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It put us in a position that it would have taken years to achieve in any other sense. Doing the deal for Matrix was a leap forward. By this time, we were now selling our products digitally through their platform, and it was fairly clear to us that organic growth in the business, to go from zero digital, to go from retail to digital, would be a fairly lengthy process, and an expensive process. Matrix Games had pioneered the digital distribution market. "The original game plan for us was that the writing was effectively showing on the walls, in terms of retail. It's not just historical conflicts, Warhammer's 40K universe recently got the Slitherine treatment. Slitherine has him covered too, thanks to a merger with online digital retailer Matrix five years ago. But even though he's pretty much Slitherine's direct target audience, even he downloads games.
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Even now, my dad's house is crammed full of boxes of Zouaves, Hussars and Kubelwagens, all accompanied by the dense rulebooks which govern their movement and firepower. Having grown up in a house where boxes full of cardboard and complicated counters with names like "Battle for Arnhem" and "Source of the Nile" lined the shelves, I can fully understand this appeal. A lot of the guys in our genre still want this tactile feel from the product." "You get the digital download instantly, and within seven days the full boxed copy turns up on their doorstep. "It's still keeping up the physical lineup," adds JD. They're really collector's-items-for-the-bookshelf-type games."
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We're only doing one or two of these a year, but this game manual becomes the box, effectively. Then there's this more extreme version that we do. That then gets sent out as a full boxed unit. "The disc, the box, the CD wrap, they're all printed and then the disc is personalized for the person with the order number and their name.
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"The way it works is we print the manuals in bulk in Hong Kong, China and ship them across to the warehouse in America, and then in America the rest of this is printed on demand," JD's son and co-director Ian explains, taking back the hefty manual. "Our price points are kind of different from the norm in the general video games industry, but as you've heard us say many times, we're not really the video games industry"
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However, despite selling special edition manuals for nearly a hundred dollars a shot and having a very healthy sideline in printed rule books for the tabletop miniatures series Field of Glory, the war sim specialist is also fully engaged with digital distribution.
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It experimented with mobile, putting out a successful iOS strategy title in the shape of Battle Academy, but has since pulled back from the tablet market to refocus its attention on PC once more. It makes complex games about war for a largely male demographic of 25-60 year olds. Slitherine isn't what you'd call a blue ocean company. "That's the full book and the game experience as well.Our price points are kind of different from the norm in the general video games industry, but as you've heard us say many times, we're not really the video games industry, but a different thing." "95 bucks for that," says JD McNeil, the company MD. It's also, as Stella Artois used to say, reassuringly expensive.
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It is, in many ways, the absolute antithesis of the way that most games packaging has progressed. It could easily pass as a reference guide for the conflict the game covers rather than just an instruction manual. It's weighty, a proper stats and hex-based strategy affair, a good inch-and-a-half thick and solidly hardback bound. Sat on the blustery seafront during Brighton's Develop conference, Slitherine's CTO Ian McNeil passes me a manual.