Besides, it's a much larger part of the gaming industry than Heroes of Might and Magic.

What part are you talking about? Are you kidding or are you just not familiar with the subject?

Comparing these concepts is pointless (it would be more meaningful to compare it to Star Trek)...
Star Wars is originally a FILM! And only later, much later, came the games, books, etc.
Warhammer is originally a UNIVERSE FOR A TABLETOP GAME. And then it was adapted for computers, books, etc. (if you want, here's a Russian website about the universe itself: http://warhammer40k.ru/, and here's one about the tabletop game: http://warhammer.ru/). Moreover, there are TWO universes: the first is Warhammer Fantasy, and the second is Warhammer 40k. They exist independently of each other... And there are still debates about whether a planet from Fantasy Warhammer actually exists 40,000 years before the events of Warhammer 40k, or if it exists simultaneously but is separated from the universe (in this context, as a "collection of planets") by a warp field. Anyway, we could talk about this for a long time...

So, it's better to close this topic... Because there was already one "What's cooler, Heroes or Warcraft," which had about the same amount of meaning...