You mean like selling bundles at a HUGE mark down from individual kit prices?
You mean at improving their competitive coverage?
You mean by hyping, boosting, sending out each codex and supplement early to youtubers, or companies like Miniwargaming and Beasts of war even if it means people leaking them days in advance?
You mean articles that tease and taunt us with fun and interesting content.
You mean a twitch channel that plays their content and such?
I am sorry @paxmiles but you have a noticeable bias here from editions were you likely feel burned. Right now, there are few wargames with this level of content. FFG doesn't do half of this, Privateers Press does not, Wyrd does not, Corvus Beli barely does close to this.
GW's success is all in the lap of the new ceo who took the game from failing to X-Wing and tossing it back to the top. He made smart decisions as small losses and now allowed the company to exponentially expand into far more markets