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Business-as-a-Game (BAAG) – A New Way of Understanding Business

Business is changing fast. The old product- and market-centric logic is no longer enough. We need a game-based, human-centered framework that recognizes dynamics, roles, and value creation inside constantly evolving game spaces.

Content Overview

This page covers:

  1. Why Business Should Be Seen as a Game – The need to think of business as dynamic, social, and competitive.

  2. Benefits of Game Thinking – How game-based thinking strengthens creativity, agility, and value creation.

  3. What the Game Model Contains – The key elements of players, roles, game space, value chains, and dynamics.

  4. Illustrative Examples of Applying Game Thinking – Practical cases from AI-based platforms, Airbnb, and fast-changing industries.

  5. What Traditional Business Thinkers Must Understand – Differences between old market logic and game-based logic.

  6. Business as a Game – For People Who Don't Know Business – Explaining business in human, approachable terms.

Use this overview to get a quick sense of the page. Scroll down to read each section in detail.

1. Why Business Should Be Seen as a Game

Traditional logic: Product → service → market. Slow and predictable change.
Current reality: The speed of change now exceeds market cycles.

Core of game thinking:

  • Business is social and competitive activity.

  • The game space contains people, roles, and ecosystems — not just markets.

  • Advantage comes from mastering the game space, not temporary market changes.

Key message:

If you wait for a "ready market," you are already too late. The game model helps you anticipate and create new growth.

[Read more: Why Business Should Be Seen as a Game]

2. Benefits of Game Thinking

  • Enables fast responses and new forms of value creation.

  • Strengthens people's roles and creativity in organizations.

  • Clarifies the difference between value creation and the market.

  • Helps manage transitions to the next growth S-curve.

Key message:

Game thinking shifts focus from products and markets to people and dynamics.

[Read more: Benefits of Game Thinking]

3. What the Game Model Contains

Game thinking is still emerging — it needs practical experience and collaboration.

Traditional models: static, structure-focused.
Game model: dynamic, role-based, centered around shifts in the game space.

Key elements:

  • Players and roles: individuals, teams, leaders, customers, automation, and algorithms.

  • Game space: encompasses creation, changes, and sunset of markets. Boundaries are fluid.

  • Value-creation chain: from ideas to team execution; measurable with expected value (xV).

  • Dynamics and cycles: adapt faster than market cycles; anticipate and respond to change.

  • Iteration and learning: framework improves through shared experiences and experimentation.

Key message:

The game model is preliminary but already useful for understanding dynamic business.

[Read more: What the Game Model Contains]

4. Illustrative Examples of Applying Game Thinking


4.1 Participation Inside a Game Space

  • Global participation enabled by AI allows massive collaboration.

  • Competitors cooperate on tasks impossible under old market logic.

  • Roles shift from defensive to proactive, reshaping the market temporarily.

Key insight:

Advantage comes from mastering the game space, not just reacting to market shifts.

4.2 Shifting to a New S-Curve 

  • Original market is transitional.

  • Customers and providers create new roles and value chains.

  • Game space moves to a new growth curve, old market is only a reflection.

Key insight:

True value comes from mastering transitions to the next S-curve.

4.3 Fast-Changing Traditional Industries 

  • Traditional markets cannot keep up with the pace of change.

  • Value is created in ecosystems and team interactions, not only in products.

  • Focus can shift quickly, e.g., from charging infrastructure to access.

Key insight:

Managing game-space dynamics matters more than temporary market disruptions.

Overall message:

Game-based thinking is not just for pioneers — it enables all participants to innovate and build the next S-curve.

[Read more: Examples of Game Spaces]

5. What Traditional Business Thinkers Must Understand

Key differences:

  • Focus: Product/service → Value chain & game space

  • Opportunity creation: Market → Players & ecosystems

  • Model type: Static → Dynamic, shifting

  • Competition: Zero-sum → Mix of competition & collaboration

  • Measurement: Sales → Expected value (xV) & dynamics

Practical steps:

  1. Map your game space and players.

  2. Experiment with radical role and resource changes.

  3. Measure dynamics using expected value (xV).

  4. Iterate and learn continuously.

Key message:

Mastering the game space is the real source of competitive advantage.

[Read more: Game Model vs. Traditional Business Thinking]

6. Business as a Game – For People Who Don't Know Business

What business really is:

  • Social, competitive activity where people create value together.

Why it exists:

  • Competition drives innovation, but profit maximization is no longer the main goal.

  • Fair, human-centered business is now the mainstream.

Examples from creative fields:

  • Art & design: creators define goals; collaboration matters.

  • Media & content: engagement and meaningful interaction are central.

  • Games & startups: players, users, and developers shape value together.

Benefits of game thinking:

  • Frees creativity

  • Makes business easier to understand

  • Shows temporary markets vs. real value

  • Encourages participation, not exclusion

Rules and referees:

  • Boundaries and referees keep participation fair and safe.

  • Rules create frameworks for creativity, not limitations.

Old vs. new thinking:

  • Mechanistic, market-first → Human-centered, dynamic, game-based

Summary:

Game thinking makes business understandable, inclusive, and human, giving everyone a role in value creation.

[Read more: Business as a Game – A Human Perspective]