>>718566160
Not how it works. Many devs prefer to attach themselves to an established IP because it comes with a preexisting playerbase. Without known IP nobody would even bother with their games. Many other licenese holders are very stingy with giving it away or their license is too expensive. Like Star Wars or Lotr obviously.
GW used to be like this as well until CEO change. Now they simply give license to anyone who asks and so everyone takes it. They treat games and books like free advertisement which pays for itself in addition of marketing their IP and bringing some small revenue too.

Which is fucking great honestly. I can simply ignore mobile/shovelware slop and if something good comes out then it's great. Better for stuff to exists than not to.