I'd strongly recommend looking into the Aesthetics of Play[1][2]. It's a framework that talks about eight primary reasons why people play video games, and only one of those reasons is "Challenge" (i.e., beating a goal). Games like Gone Home, Animal Crossing, The Sims, Minecraft, etc all reflect different play aesthetics, and are intended for people who enjoy different things than pure Challenge.

[1] https://youtu.be/uepAJ-rqJKA

[2] https://theangrygm.com/gaming-for-fun-part-1-eight-kinds-of-...