How widely is game theory being applied in today’s business world?

Following the launch of our global Game Theory Adoption Index (GTA) earlier this year, we are excited to now share the results. The index, based on responses from a wide range of senior decision-makers across industries and company sizes, provides a unique snapshot of where organisations stand in the game theory adoption lifecycle – and where they might be headed.

Our motivation was to better understand how organisations perceive and apply game theory, and to identify where strategic gaps or opportunities might lie. The results reveal not only how far the methodology has come, but also how much potential remains untapped.

Keyinsights include:

• Game theory has moved beyond early adopters and is entering mainstream strategic thinking.

• It is most often applied in Procurement – but increasingly in Sales, Product Strategy, M&A, and even Market Access in pharma.

• Yet many still misunderstand what game theory actually is, or confuse it with basic negotiation tactics.

Our conclusion? Organisations who are not yet applying game theory may soon find themselves at a strategic disadvantage – especially when negotiating with partners who are.

Read the full survey to discover further insights, and to understand why leveraging true expertise in game theory might be more important than ever.

Click here to download the full Game Theory Adoption Index 2025