These are Fire-forge Russian units. Relatively new I believe.
As far as the differences in the different kingdoms, I think their should be differences in visuals in armor, shields, heraldry. Even the castles I want to make different. That makes players tend to like certain houses than the other. If not it would feel like risk game pieces.
I am thinking;
Stark, Norman/Germanic
Greyjoy, Viking/Norse
Arryn, Crusader/Teutonic
Lannister, Heavy armored Knights/Medieval
Martell, Full Chain mail, Arabic/Spanish
Tyrell, Similar to Lannister/ More ornate
Baratheon, Teutonic with griddy feel, more axes/clubs
Tully, Norman, with light chainmail, wavey banners
There will also be 5 Minor Houses in each kingdom that will have slight differences or "gimmicks" such as House Manderly pikemen have Tridents instead of Spears. House Bulwer Cavalry will have bull horns on his helmet.
The Ships for each Major house will be a base of Safari Toob Roman Ship. But I want to use Green Stuff and make designs on the hulls of each ship. Lion, Wolf, Sun, Kraken, etc.
Fireforge, Perry, Conquest, Reaper, GB are what i was looking at, if anyone has any armies or miniatures to use for those part let me know. Big Help!