Market Games for Generative Models: Equilibria, Welfare, and Strategic Entry

Generative model ecosystems increasingly operate as competitive multi-platform markets, where platforms strategically select models from a shared pool and users with heterogeneous preferences choose among them. Understanding how platforms interact, when market equilibria exist, how outcomes are shaped by model-provider, platforms, and user behavior, and how social welfare is affected is critical for fostering beneficial market environment. In this paper, we formalize a three-layer model-platfrom-user market game and identify conditions for the existence of pure Nash equilibrium. Our analysis shows that market structure, whether platforms converge on similar models or differentiate by selecting distinct ones, depends not only on models’ global average performance but also on their localized attraction to user groups. We further examine welfare outcomes and show that expanding the model pool does not necessarily increase user welfare or market diversity. Finally, we design and evaluate best-response training schemes that allow model-provider to strategically introduce new models into competitive markets.