How is age of sigmar doing...

How is age of sigmar doing. Finally got some friends to go to gw with me and one of them wants to play Seraphon (he's a weirdo that likes reptiles). I normally do 40k but always kinda wanted to do aos. Is it popular/growing enough to be worth investing in an army?

I heard the setting was shit, but the rules are fun.

the game itself and your own armies are fantastic, but the lore and world itself is gash.

pick a faction with a 'battletome' and you'll be satisfied.

its very geared towards you creating your own setting and army theme, rather than giving you characters to play. think D&D but with an army.

there is lore and books etc but tis all stormcast, who are truly truly bad (and not bad as in badass).

Eh, not ALL of it. There's some Chaos and Undead material here and there (Call of Archaon for example), and the "Legends of the Age of Sigmar" books explicitly focus on whatever faction is on the cover. So far, those books are Black Rift (a Stormcast one, you'll avoid it), Fyreslayers, Sylvaneth, and Skaven Pestilens.

Depends on your area. I heard it's dead in continental Europe, and not really popular in the US. A bit more in the UK.

The game and the armies are mostly unfinished, with a sliver of hope it will get better in the future.

I heard that even though it's more popular than fantasy, it isn't the success they expected and in contrast 40k is in it's all time pike of popularity and for those reasons GW will try to give AOS one last chance to improve or pull the plug to focus on the more popular games GW currently have.

its been doing pretty well around melbourne australia. Mostly new gamers.
The grognards all moved to warmahordes, but PPs handling of mk3 basically killed the game here so the grognards aren't playing much of anything fantasy.

Here it's pretty dead. T9A and KoW are doing well, however, but there was a big WHFB scene so they just jumped over to the alternatives.

I'm my area is pretty much the opposite, AOS is pretty much non existent and Fantasy is getting more popular, I have some spare SCE I was gifted and I'm planning to use warriors of chaos+empire to use them.

I have a SCE I got a painting initiation, I want to use it as some sort of armored half-ogre and use him as a unit filler.