My personal ideas regarding rivals:
Early in the game, (after your second or third game) you should receive a message: "It seems a new company, [Fictitious game company] has started releasing games similar to ours! It seems our company already has a rival!
This company should generally try to copy you and your tactics - if you release mostly RPGs, so will they. Since you’re targeting the same consumer bases, fanboys of your company will typically hate theirs, and vice-versa. If you manage to beat them out of the garage - your character will receive a 10% bonus to all his/her stats (this is to have an advantage to leaving the garage ASAP - in the current game, it is rarely a wise choice to leave right away, turning a one sided choice into a true decision).
Once you’re in the second office - ahead or behind your rival - you will unlock your second rival once publisher contracts are unlocked. This new rival will be a mid-level company already in the game (such as Capecom). That specific company won’t offer you publisher contracts, and will lean AGAINST your development philosophies (if you are slanted to design, they will be all about tech, if you pick good guy choices, they will pick bad, etc). You will need to compete with both your rivals.
Meanwhile, other companies that aren’t your rivals will form opinions of you - publishers that you complete contracts for (especially if you release a 9 or 10 game for them) will like you more, while their enemy might like you less (Electronic Mass Productions and Active Visionaries are enemies, as are Ninvendo and Venna, until the PlaySystem event, where Ninvendo’s enemy will switch to Vonny, Later, Monocroft and Grapple are enemies). Releasing good games on a system will improve your relationship with that console maker, and releasing good games for their rival systems will reduce it, while bad games do the opposite (PC is considered the Switzerland of the industry - no companies will like you more or less).
Console makers that like you will have a reduced licensing fee and if your relationship is high enough, they may invite you to release a launch title for their system. They might also contract you to release a game for that console’s worst genre or target audience, if that game is successful, that genre or target will gain a plus (or lose a minus) for the length of that game and/or help the market-share. This gives a point to sticking with one system/company besides PC, rather than jumping to whoever has the highest market-share each generation. If you have a very positive effect on Venna or Grovodore, you may delay or even outright prevent the collapse of the company!
Reaching the final office first or second out of your rivals will earn a 20% or 10% bonus to all your employees. Finally, one of the large companies that you have a bad relationship with (Electronic Mass Productions, Active Visionaries, Ninvendo, Monocroft, or Vonny) will bash your company in a press release and become your 3rd and final rival. That company will no longer offer you contracts, and if they are a console maker, you’ll be barred from their systems for the remainder of the game. Meanwhile, if you release your own console, your non-console making allies will be interested in releasing games for YOUR system - supporting your console is much easier if you have third party support aiding you (and paying you licencing fees).
Finally, the ultimate goal of the game should be more than just still existing when a predetermined year comes. To ‘win’, you need to be the first company to complete one of the following:
Too rich to care:
You must have more than 1 billion dollars (or more than your richest rival, which ever is greater) for a solid year, and release a 9.50+ AAA game during that year. After this, you become solidly the #1 gaming company, immune to criticism and hated by all. But who cares? Nothing can stop you anymore! (the game ends with an evil laugh)
Ascension beyond gaming:
After inventing 3D Graphics version 7, you must reach level 3 with it. Then you unlock the ability to research “Holodeck” with your R&D lab. They must learn it, then you must use it in a created console, along with 3D Graphics version 7. Release this console and you win the game, having created the media format greater than all others. (the game ends with sci-fi music)
10 10 10:
If at any point, you release three straight 10 games in a row (or 10-10-10-11), the game stops and you win the moment the third game is released. It becomes clear to the industry that your games are unbeatable, and there is little reason for gamers to by products from anyone but you. (the game ends with a huge crowd trampling each other to obtain your latest game)
Lone Survivor:
If all three of your rivals go out of business, you win. An announcement regarding your new monopoly will play following your last rival’s demise. (the game ends with your company’s building standing while the others fall to the ground)
High Score:
If no company has won by the end of the game, ALL your scores are calculated and the highest score wins the game. (the game uses the current ending)