4. Illustrative Examples of Applying Game Thinking

The power of game thinking is best seen in practical examples where value creation, players' roles, and the dynamics of the game space are made concrete. The examples below illustrate how the game model enables radical changes that would have been impossible under traditional market-focused thinking.

1. Participation in AI-powered Game Spaces

Situation: AI enables a large number of actors to participate globally, something previously impossible with traditional market models.

Radical Change: Competitors collaboratively perform tasks that would have been impossible under traditional market logic. For instance, influencing regulators was previously seen as non-business activity, but within the game space, it can be essential for value creation.

Dynamics: Actors shift from defensive strategies to proactive, pressing, and aggressive roles, temporarily reshaping the market.

Key Lesson: Advantage arises from the ability to manage the dynamics of the game space, not just temporary market changes.

2. Moving to the Next S-Curve (e.g., Airbnb)

Situation: Airbnb created a market that appears permanent, but from a game space perspective, it is only an intermediate stage.

Radical Change: Customers and service providers can assume new roles, combine resources (e.g., cars, services), and experiment with value creation approaches that would have been impossible under old product/market thinking.

Dynamics: The game space shifts to the next growth curve, and the original "market" is only a temporary reflection of value creation within the game.

Key Lesson: Real advantage comes from the ability to understand and manage the game space's transition to a new S-curve.

3. Rapidly Changing Traditional Industries (e.g., Electric Vehicles)

Situation: The automotive industry and related activities change faster than traditional markets can adapt.

Radical Change: Value creation happens not just through the product but through ecosystems and team interactions.

Dynamics: Focus can shift rapidly—for example, from charging infrastructure to availability of charging points. Companies can test new production chains, partnerships, and service models to ensure a leap to the next S-curve if the market does not evolve as expected.

Key Lesson: Managing and understanding game space dynamics is crucial; radical market changes alone do not guarantee lasting advantage.

Lessons for Early Adopters

Radical changes do not guarantee sustained competitive advantage; true value comes from managing the game space and transitioning to the next S-curve.
AI and digital platforms enable massive participation and new roles that were previously impossible.
Game thinking helps distinguish between temporary market conditions and holistic value creation, which is critical for strategic decision-making.

Encouraging Conclusion for All Players

The new game-based thinking is not only for early adopters. It also provides traditional players with tools to break free from old constraints, experiment with new roles, and engage in dynamic value creation.