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Do I expand an army that I already have (that I still love and enjoy) or start another force of a different faction?

I am more of a modeler and painter than a player, if that affects your response at all.

What do you want to get out of a new force? Are you looking for more options on the tabletop or just need to add some variety to your current lists / painting schedule?

What army do you have at the moment? What sort of playstyle do you currently use and what do you want from this new force? Is your current army choppy and you want to try some shooty? (or vice versa), horde vs. elite etc. etc.

Are there some units / models you'd like to build / paint for your current army that you're put-off from because they aren't competitive on the tabletop?

Does your play group play things like Combat Patrol or Kill Team sized games? These are excellent way of trying out a new army without committing to a full 2000pts list.

If you're after some painting variety, have you thought about models from another game system? It doesn't even have to be something you ever plan on playing if you think the models would be fun to paint.

Personally, I would convert/kitbash models from other armies and incorporate them into my main army.

I'm more of a modeller/painter myself, so I have cultists created with Dark Eldar Wyches, Dark Elf Witches, Catachans, Cadians, Vampire Counts Grave Guard and even some Empire soldiers.

My Chaos Marines are also kitbashes using lots of loyalist marine parts and fantasy weaponry.

The Daemon Prince also leaves a lot to the imagination when you consider the amount of monstrous creatures you can base one on from the Warhammer Fantasy range: Beastmen Minotaurs, Dragons, Hydras, Griffons, Giants, Hellpit Abomination... There is a huge amount of leeway in what your Daemon Princes can look like.

Then there's stuff like using the Warriors of Chaos Knights as Chaos Bikers, converting Chaos Warriors to be Chaos Space Marines, using pretty much ANY infantry as cultists...

I also have plans to use my Dark Elf corsairs as The Lost And The Damned Marauders (Basically close-combat mercenaries).

There's plenty of ways to add to other armies too:

-Tau

Use anything infantry as Kroot/Vespid counts-as. I've seen loads of Skaven used for this.

-Orks

Fantasy Feral Orks! Ork Boar Boyz instead of Bikers! Dwarf helicopter-thingy instead of Ork helicopter-thingy!

-Dark Eldar

Dark Elves. Witches fit right in with Wyches.

Edit:

There's also Tomb Kings painted in metallic colours to represent Necrons, Wood Elf Dryads as Daemons, Wood Elf Wardancers as Dark Eldar, Lizardmen as a mutated Tyranid species, Dwarfs as Tau auxilaries...

I'll add more as I think of them.

Orks are really fun for conversion. I mean they even have rules for Looted Guns and Looted Wagons. SO you can borrow from pretty much anywhere.