I'd argue that it might be better to take the money spent on attending Gen Con (which can't be cheap, I'm sure!) and invest it in an in-house painter or two.
Sounds crazy right, not attending the biggest gaming Con of the year?
But consider:
- an in house painter would allow for beautiful painted miniature to be featured on the online store, gallery etc and maybe...eventually...on the boxes (I know, hot topic).
- after a year off from Gen Con, Wyrd could return with painted minis to demo and/or showcase in the booth (I think there may be a risk of losing booth location if you don't attend for a year, so that has to be acknowledged.
Here's the thing: which one reaches more players and has a bigger impact on the growth of the game?
Over the course of GenCon, dozens...maybe hundreds...of players get a demo. Hundreds.
Thousands of people might become aware of Wyrd and Malifaux. But they are maybe seeing some grey plastic and some people playing a game. Hard to judge the impact of that.
Meanwhile, beautifully painted miniatures reach *thousands* of players online. They see these gorgeous models and are drawn into the game, fiction, hobby etc. I just spent a long time assembling a big pile of Neverborn plastics - they are FANTASTIC quality and are let down by not showcasing them painted on the site.
I would argue that Privateer didn't get as big as it did via trade shows and Gen Con. They had beautiful paint jobs to show in their books, on their boxes, and their website. Even when the sculpts were MEH (and they were, for the most part, in early days), the paint jobs helped to elevate them. Certainly Press Gangers and other factors (not to mention great rules) contributed to the huge growth of Warmachine, but having really nice models to show "the potential" to new players is also a major factor.
It's a miniature game. Need to show painted miniatures. Showing the unpainted renders is totally fine (and GW shows photos of sprues..of all things), but painted miniatures INSPIRE existing and new players - and feeling inspired creates sales.