I work in venture capital, and while it's different than later stage equity analysis, but I think there's a bull case that GW's growth could continue for years to come. I think to believe this case you have to look past the exiting fanbase, the updates to battletomes, etc. and focus on the ways GW is making investments in growth:
+ GW is collapsing barriers to entry: The development of Kill Team/War Cry are both evidence that the company is aware of two major impediments to starting the hobby — time and money. They've brought the buy-in for the game down from ~$500+ and 3-4 hours to ~$50 and 30-60 minutes. Shadespire/BSF are clearly designed to entice board game and Magic audiences. What once was a dedicated hobby for hardcore grognards is now an approachable hobby experiment for anyone who is creatively inclined and interested in sci-fi and fantasy.
+ GW is investing heavily in new player development: The smaller formats make the game more inviting, but GW also seems to be investing in school programs, bringing in new customers at the newsstand via Conquest, trade sales teams selling to craft stores and other non-LGS retail. It's unknown if these bets will pan out, but they're smart and the company seems to be rolling them out smoothly.
+ Reducing stigma via IP: The continued investment in books allows them to get a sense for which kinds of characters and narratives resonate to help and shape the core product offering. More importantly, it creates opportunities for outreach to the broader world of fandom, be it with Marvel comics or the Eisenhorn TV series for HBO. Even a middling success at HBO could draw tens of thousands of new hobbyists into the game pretty easily. Right now wargaming has an incredibly geeky odor, but if Eisenhorn becomes the new Game of Thrones, a lot of the stigma would fall away immediately.
+ Expansion via Licensing: Wade recently mentioned on Voxcast how new employees often cite their first exposure to Warhammer as coming from one of the many video games bearing the GW license (vs. exposure to WhiteDwarf or HeroQuest for the prior generations). Not only is licensing incredibly helpful in generating contribution margin, it provides exceptional visibility to non-fans.
+ Addressing the Arts & Craft Market: I think Everchosen and Golden Demon are seen as pretty niche parts of the hobby to many players, but it is a draw for a lot of potential customers who prefer the arts. The store level competition for Everchosen suggest how the creative side could be more amenable to events in the way tournaments serve the gamers. I think it's an especially potent wedge to help bring more women into the hobby.
If enough of these investments click, I don't think it's crazy to believe that GW could double in size over the next five or so years. One way to think about — stop comparing GW to other minis games. Stop comparing them to other games period. Start thinking about them as a crafts business. Scrapbooking is a ~$3B industry, and GW scratches a similar itch for a very different demographic. Viewed through that lens, it's not crazy to imagine that GW could get to a £500M revenue run rate.
Even if the new audiences don't materialize, I'd still expect healthy growth. GW's limited time boxes seem to show they've learned about the value of "whales" and "dark patterns" from their online compatriots.