the smart play would probably be cheaper mono-molds to get the game out there at a lower pricepoint with premium/collector stuff for people into it. think 80's space hulk marines vs proper kits, but people using one of the other is part of the business this time.
however the logistical aspect (availability, languages) will be the biggest aspect like every other new tabletop. joe casual won't browse some moonrune website to order stuff via proxy.
That's exactly what they're doing. The main range for the game is going to be a line of 2 inch tall single sprue monopose kits with bases, and outside of promo bundles likely priced similar to battletech.

Not that it's going to stop existing nerds with models from the 1/144, 1/100, or even 1/60 lines from playing the game just using those on a bigger table, and they even showed off as much with some dioramas they had on display. You can see the new "normal" sized kits on the left and right, with what looks like the 1/60 kits in the display in the center.
As far as Bandai and distribution, they've actually spent the past year or so boosting the hell out of their distribution in the UK/EU(that's why there's a bunch of warhammer painters on youtube that had been posting videos on them for the past year or so due to the increased availability), and in North America they've already got dedicated online retailers, and even kits in some LGS stores as it is from the past couple of years so introducing a product line to those stores that actually fits better with what they normally sell should be a cakewalk for them. Outside of whatever goofy shit they might do with the pbandai page and limited releases there(a large part are just re-colors anyway), the modern buyer doesn't need to deal with proxy sites, overseas retailers, importers, etc. like they used to for the stuff other than some random store exclusives.
edit: Also, apparently the event with those dioramas was in Orlando, Florida of all places, not some random shit in Tokyo.