I don't play Fantasy, but the latest edition had Allies rules, and now 40k does as well. Is this a marketing strategy, and does anybody know if it worked for Fantasy? Did they have more overall sales?
I can imagine on one hand it is, because for somebody who has invested heavily into their army, it now gives them the chance to go out and buy other models they like without having to shill out for a whole new army. And since people can always change their lists, an Imperial Guard player who has had his eye on starting a Chaos Marine army could go out and buy a squad of Marines to paint up along with that Demon Prince he's had his eye on, and try them out on the battlefield. Then after building up a Chaos army, that IG Player could try recruiting some Tau and eventually expand that force. It leads to a person only having to make ONE big investment in an army in the beginning, and then slowly building up their forces from there. Instead of just buying for YOUR army. The whole range is opened up for a player to buy. (Well except for Tyranids.)
On the other hand, I suppose it does lead to people just cherry pick the units they want and never build another army, but I imagine you'd spend the same as if you stuck with one Codex anyways.
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