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Any 40k faction of your choice, or multiple if you've got the chops.

Like Guard, for example:
In the futuristic hellscape of the 41st millennium, you've still got average people who are soldiers. This is them-they're not genetically modified, their armor isn't like a tank, but they're still taking on what they need to.

Dark Eldar - They're like Eldar, but Darker.

In practical terms, this translates to playing Eldar with 3/4 of the unit entries torn out.

Your leaders are the mighty Archons. These individuals are tactical and strategic masterminds who have lived for hundreds of human lifetimes. Each one has access to a vast armoury of weapons and artefacts. This is represented by a choice of two whole pistols!. Beyond that, he's a melee unit with poisoned weapons and no practical ranged or support abilities.

To supplement the Archons, you have the Haemonculi - the scientists and fleshmasters of the Dark City. They are known for their arcane devices, which are so advanced that they resemble magic. Indeed, Haemonculi will often enter the battlefield specifically to test new weapons or products of their dark science. This is represented by their having no options whatsoever. In practice, they're a melee unit with poisoned weapons with no ranged or support abilities.

After the Archons and Haemonculi, you have the Succubi - gladiators who have honed their martial skills against the greatest warriors and beasts in and out of the Dark City. In game, they offer the vital and unique role of melee units with poisoned weapons and no practical ranged or support abilities.

These characters show off the vast and unique options available to the Dark Eldar, which demonstrate exactly how much effort GW has put into the faction.

Bravo! Winner winner, chicken dinner!

On the one hand, I was hoping for a positive pitch. The kind of thing that might make someone WANT to play the faction.
On the other hand, that's both funny and true. So well done.

Chaos Space Marines.

Former child super soldiers broken free of a lifetime of continuous indoctrination enforced by drugs, psychics and good old learn by rote.

Sadly, they tend to only swap one master for another, and end up all the more damned.

Tyranids

Are you fan of the series Dexter?
Does Ron Swanson exemplify your attitude toward hunting game like a real outdoorsman?
Do you like fava beans and Chianti?
Do you believe in recycling everything?
Are you hungry - like right now?


If so then the Tyranids and their eternal mysterious hunger might appeal to you! A race driven by motivations unknown to all others. Their actions unfathomable, their thoughts a mystery. All that is known is their actions which is ceaseless consumption of everything they encounter. The Eternal Swarm will consume whole worlds, stripping them down till they are barren husks. That way not only do they feed themselves to bolster their innumerable swarms, but also deny their foes resources.

From tiny rippers; to mandsized gaunts to huge hulking armoured monstrosities that are more heavily armed than tanks; to titanic striders. The swarm has evolved everything they need to defeat any foe. Endlessly adaptable to any situation; endless in their apparent hunger; endless in their numbers.

It's the 41st Millennium, and in the Grim Darkness of the Far Future, there is Only War!
And everyone is either mad about it or sad about it...but not the Orks!

The only faction having the time of their lives, enjoying every war-torn moment of the hellish dark future of the Warhammer universe!

Play Orks, and enjoy your games as much as they do!
*************************************************
Who won the Horus Heresy? The Word Bearers.
Who was right about the true nature of the Universe? The Word Bearers.
Who can field every kind of Chaotic unit imaginable? The Word Bearers.
Who are the most hateable villains in 40K? The Word Bearers.
And who has a snazzy dark red and silver paint scheme? The Word Bearers.

Take one of our pamphlets and learn the terrible news about how god hates you and wants to eat your soul, today!
***********************************************
Do you watch Starship Troopers on repeat and root for the Bugs every time?
Did you want an ant farm as a kid, but full of those fire ants from old westerns?
Were you disappointed at the end of Alien when there was a survivor?
Meld with the Hive Mind and experience the ravenous hunger and desire to assimilate all biomass into a glorious whole! The concept of self is meaningless in the face of the Great Devourer!

 vipoid wrote:
Dark Eldar - They're like Eldar, but Darker.

In practical terms, this translates to playing Eldar with 3/4 of the unit entries torn out.

Your leaders are the mighty Archons. These individuals are tactical and strategic masterminds who have lived for hundreds of human lifetimes. Each one has access to a vast armoury of weapons and artefacts. This is represented by a choice of two whole pistols!. Beyond that, he's a melee unit with poisoned weapons and no practical ranged or support abilities.

To supplement the Archons, you have the Haemonculi - the scientists and fleshmasters of the Dark City. They are known for their arcane devices, which are so advanced that they resemble magic. Indeed, Haemonculi will often enter the battlefield specifically to test new weapons or products of their dark science. This is represented by their having no options whatsoever. In practice, they're a melee unit with poisoned weapons with no ranged or support abilities.

After the Archons and Haemonculi, you have the Succubi - gladiators who have honed their martial skills against the greatest warriors and beasts in and out of the Dark City. In game, they offer the vital and unique role of melee units with poisoned weapons and no practical ranged or support abilities.

These characters show off the vast and unique options available to the Dark Eldar, which demonstrate exactly how much effort GW has put into the faction.

Ah. Cathartic drukhari salt. Have an exalt.

Space Marines: They're supposed to be extremely rare and significantly more durable, better-equpped, and better-trained than the average soldier. This is sort of undermined by the fact that they're the army you're most likely to come across and that their popularity has doomed them to being the "default" against which all things are measured and balanced rather than getting to feel extaordinary. Also by the fact that custodes exist to essentially be even rarer, more durable, even better equipped, and even better trained. On the plus side, they get so much attention from GW that there's probably a subfaction of these guys that you'll really like, and their massive unit selection means that they almost always have at least a couple viable builds.

Chaos Marines: Take everything I said about marines, but make it extra edgy. Also, delete half the unit options and replace them mostly generic flesh monster options; usually with some sort of self-harming mechanic that is random because "lol chaos."

Chaos Daemons: Imagine if an Hieronymous Bosch painting was an army. There are basically four flavors of creepy gribbling (red, green, blue, and pink). The fluff says that they're absurdly unpredictable and come in a wide variety of shapes and sizes. In practice, each of those four colors basically has a handful of units that all do the same thing (stab stuff, die slow, shoot, and run-fast-and-hope-you-crit) plus one or two options for smidge of variety. THe fluff says that those colors usually don't cooperate, but your codex will feel tiny if you try to stick to a single color. You'll really wish you could (still) field these guys along with chaos marines because of how obviously they compliment one anothers' playstyle. Oh well.

Tyranids: Have you played Star Craft? Yeah, these are the Zerg. With a little more emphasis on being unknowable extra-galactic movie monsters.

Orks: Imagine a bunch of green football hooligans with Mad Max tech. They are hillarious and also the only faction having a good time.

Tau: Have you played Halo? These are basically the covenant. Except only one species gets any support (until recently), and also they have a huge mecha fetish. They used to be the shooty-and-mobile army, but now they're mostly just shooty. In fact, don't play these guys if you want to be able to do anything other than shoot.

Eldar: So imagine that Legolas from the Peter Jackson movies put on an Iron Man suit and joined a dojo to learn how to use Overwatch character tech and powers. Their species is steadiliy going extinct, so they're using their future-seeing powers to try and survive as long as possible. They used to be an army of fast specialists, but now *everyone* is a specialist and their best units are the generalist options anyway.

Dark Eldar: So imagine that Legolas from the Peter Jackson movies became a rock & roll pain vampire. They're all about ditching defense for the sake of high-speed offense! Well, they're not *that* much faster than everyone else now. They went from being mobile glass cannons to kind of just being glass cannons with extra cannons? They also come in sluggish, chonky mad scientist flavor (now with 90% less mad science) if that's your jam.

Sisters of Battle: So you know how the imperial guard is basically a bunch of regular dudes being sent to die en masse? Well sisters are what happens when you actually give unaugmented humans the equipment and training they need to stand a fighting chance. Also, they're zealots whose faith manifests as supernatural phenomena.

Necrons: Ancient Egyptian robots. They have better SCIENCE! than anyone else, and a lot of their tech is dedicated to letting them heal after their bodies are destroyed. Despite all their tech, their once-mighty empire has been wrecked because they went into stasis for too long, and their species can't produce more of itself because they all turned into robots. So they're desperately trying not to think about how their immortality is slowly slipping between their fingers.

Tau: Apply pitch. Then, apply feathers, if the pitch wasn't hot enough to melt the plastic. Rinse and repeat until they're eradicated.

Sisters:

If you need more motivation than the God Emperor has given you, then you must REPENT in the fire of battle. With each Heretic you purge, with every Mutant you destroy and with every Witch you burn, you are closer to your redemption.

The Emperor Protects

GSC: if you're a fan of revolutionary politics or inordinately complicated infantry, this is the army for you

Fancy a vacation to a Craftworld where you can see the Eye of Terror in the night sky above?
Cheering on Farseers and their Warlocks as they lead units of Guardians to victory, in the distant future and in a galaxy not so far, far away?
Standing in front of a kneeling Phantom Titan and comment "it must have been the wind!"?
Having your palm read by the amazing Eldrad Ulthran himself?
Pretending you're Kenny Loggins while piloting a Hemlock Wraithfighter?


...then Craftworld Ulthwe is THE place to be!

Factions are how I'd pitch 40K in general. Of course some of it would require better output from the design studio: With over a dozen factions having multiple builds you'll can't play the same game twice.

Well i play oldhammer/5th edition so aside from telling people pick your favorite looking models. each faction and sub faction have very unique built in rules that make them each play very differently. so breaking out one of my old codexes and explaining a few highlights of lore and play style it is usually enough for them to take an interest.