I'd also point out that Warhammer Fantasy Battle actually came out in the early 1980s (1983), and was sitting very comfortably alongside GWs stable of rpgs and boardgames for several years, without overhadowing them particularly. There was a good mix of all sorts of different game types supported by GW during this time.
The wargame that actually made an impact, and changed their entire business approach, was Warhammer 40K, which came out in 1987 and pretty much dominated White Dwarf magazine (and the GW stores) from that point onwards.
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