Except this isn't about imagination. History isn't an IP so you can use imagination alot more, even if you aim to make a 100% accurate historical game you still got room to do something special, like the burning pigs in Rome.
Warhammer is however GW's IP, something they are very protective of.
Relic for example with the Dawn of War games are not allowed to make the space marines look whatever, they have to follow the look that the models have. All units in the DoW games and any Warhammer game so far has followed the models almost down to the detail(sometimes the graphics haven't been able to do the models justice)
GW's goal is to sell models, this is the only reason why they gave the IP to CA or anyone else in the past, to expand on their customer base, to get them interested in the tabletop games so they will sell more models.
So GW will not allow CA to make for example a Ghorgon any other way then how their model looks because when a player see that creature in action, the player might say "man, that thing is awesome" and might want that model either to start playing or maybe just to collect. The player is not gonna buy it if the model is different from the one in the game.







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