3. What Is the Content of Game Thinking? 

Game thinking is a new way to perceive business, emphasizing dynamic value creation, people's roles, and the continuous evolution of the game space. The content is still developing, but its core elements can already be outlined:

Key Elements

1. Players and Roles

• Individuals, teams, leadership, and customers are active players.

• Automation and algorithms can also participate in the game space dynamics.

2. Game Space

• Covers everything: building new markets, making changes, and retiring old ones.

• Boundaries are not fixed but evolve according to the game and environment.

• Unlike traditional product/market models that emphasize structure and stability, the game space focuses on dynamics: who defends, attacks, and when and where actions occur.

3. Value Creation Chain

• From idea to team collaboration, executive decisions, and implementation.

• Value can be assessed using expected value (xV), allowing measurement beyond existing markets.

4. Dynamics and Change Cycles

• The game cycle can be faster than the market cycle.

• Companies must be able to react, adjust rules, and anticipate new opportunities.

5. Iteration and Learning

• The framework evolves through practical application.

• Collaboration and experience-sharing across organizations strengthen its practical benefits.

Practical Implications

Game thinking does not replace traditional models—it complements them. While traditional product- and market-centric models provide predictability and structure, game thinking offers tools for managing dynamic, human-centered value creation.

Companies can use game thinking to:

• build the next S-curve

• identify new opportunities before markets emerge

• optimize resources and roles in a changing environment

Game thinking makes the creation of value and dynamics visible and measurable.