So all this is just a publicity scam :rofl: , ok go on, don’t mind me

I played all the games Paradox and Creative Assembly released. I love them all but as many already explained they are very different.
Creative Assembly games are focused on tactical battles. I buy Total War games because I want to lead armies in battles (Find the weak spot in the enemy army, rally my troops), ambush enemy troops and use the terrain advantages my troops have.
Paradox games on the other hand focus on strategy and management. I buy Paradox games because I want to lead nations in wars and peace time prosperity (use diplomacy), encircle enemy armies (cut of their supplies) and use the economic advantages my country has (trade with other coutries).
I think you know where I’m going. So this is a fight between tactic and strategy.
Tactic:
1. An action calculated to achieve an end: maneuver, measure (often used in plural), move, procedure, step. See action/inaction.
2. A method of deploying troops and equipment in combat: maneuver, stratagem. See means.
Strategy:
(DOD) The art and science of developing and employing instruments of national power in a synchronized and integrated fashion to achieve theater, national, and/or multinational objectives.
So there is no reason to compare Total War with Europa Universalis because the games are different. Total War is the best tactical game and Europa Universalis the best strategic game.
If I were to choose which game is best anyway I would pick Total Wars because it has both a tactical game and a strategic game in it (better value even if the strategic game is a lot inferior to Europa Universalis). On the other hand, if I didn’t enjoy fighting tactical battles myself (but this is not the case) I would pick Europa Universalis.