Research on Warhammer IP Transmedia Operation Mode: Analysis and Enlightenment Based on the Affordance Theory

DOI

10.2991/978-2-38476-597-3_38How to use a DOI?

Keywords

Warhammer IP; Media Affordance; Media Business and Management; Intercultural Communication; Cultural Industry

Abstract

Since its birth, Warhammer IP has become a multi-field cultural symbol via cross-media operation, serving as a typical case of IP with board games as the initial carrier and dual attributes of physical products and content narrative. This study sorts out its cross-media operation system featuring “board games as the core, narrative as the link, and user participation as the driving force”: board games build core user communities through model iteration, rule update and offline activities; novels and codex lay the worldview foundation, while audio-visual media realize content expansion; fan secondary creation and official adoption form value co-creation. Based on the affordance theory, the study analyzes the IP’s multi-dimensional affordance characteristics at material, social and cultural levels, and reveals two core value creation paths: inter-media content coordination and audience participation co-creation. It also identifies three key industrial constraints: management adaptation dilemmas, narrative inconsistency risks and a single revenue structure. Finally, targeted enlightenments for the IP cross-media operation industry are proposed. This research enriches the empirical case library of IP cross-media operation theory and provides practical reference for similar IP development.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yongqi Hou
PY  - 2026
DA  - 2026/07/13
TI  - Research on Warhammer IP Transmedia Operation Mode: Analysis and Enlightenment Based on the Affordance Theory
BT  - Proceedings of the 4th International Conference on Language and Cultural Communication (ICLCC 2026)
PB  - Atlantis Press
SP  - 351
EP  - 360
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-597-3_38
DO  - 10.2991/978-2-38476-597-3_38
ID  - Hou2026
ER  -