Making video games must have among the oddest business strategies in the world.
The point of running a business is make some money, keep people employed, grow and at minimum survive.
You'd think since many studios only make a handful of games at a time (big companies), and often one game at a time (small companies), they'd put on their noodle some well defined strategies which is making some games people will like and sell.
Half the time, it seems they just come up with a dreamy idea, make a game out of it and pray it sells after the studio shows a preview of it for the first time 3 years into development and it's too late to turn back.
People hate FIFA and COD and AC rehashes but at least they know what gamers want and it sells every year like crazy.
There's more effort into product development and strategy at your typical soap and shampoo company that has 1000 items. Youd think if there's any company that can just wing it and not really care if 50 new items are good or bad it would be these companies as they already got 1000 existing products that already sell for 10 years.
Yet I bet there's more effort into determining whether it's viable to sell soap variation #43 than there is seeing if a $20 million budget video game idea is worth doing. And for many games, there's virtually no marketing too. It's like the company puts all their money into making it and just assumes it will sell itself. And amazingly, in modern age its not like you need to spend tons of money on tv ads, magazine ads etc... like the old days. Do some tweets, YT videos, banner ads etc... and it'll be way cheaper than the old days. Yet half the time, it's like they forgot marketing is a thing.