Games Workshop has the right idea. Video game crossover is a great idea for a tabletop game this cool. So is YouTube marketing:
They do a lot of their marketing through YouTube:
The milieu comes complete with pulp fiction populating the shelves of your local bookstore’s sci-fi/fantasy section. There’s also a magazine called White Dwarf. All these products do better through mutual support, but video games and YoutTube are putting it over the top into popular culture.
What unifies the product is that humans are in a perpetual state of losing; it is a remarkably pessimistic dystopia in both fantasy and future varieties:
But the best part is that YouTube empowers the player:
Players are rabid enough to attend conventions: