If I can make a comparison: I've been an AT43 player for a few years, and it's quite hard finding opponents compared to the GW games.
Since the AT43 minis have 30 mm round bases and have weird unit numbers (e.g. 6), they can't be used for GW games without conversion, and since they're resin they don't take well to conversions. And Rackham, the company that made them, went out of business for lack of sales.
Mantic's minis, on the other hand, have the GW base size and therefore can be used either as "count-as" for GW games, or for Mantic's own games. They didn't have to hire Mr. Alessio to design a rules set, but they did, so it'd be fair to admit that their rules aren't just window dressing, no more than are all these other fantasy or sf wargames.
Let's be honest, the reason why Mantic is getting that kind of attention is because their minis are cheap. Nice looking, not superb, but very cheap compared to the industry standard.
(And I like their Veer-myn and Goblins. Gonna make Scavvies with the first and Gretchins with the second.)
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