• 5 min read
• Published on 25 July 2025
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Why Being the Only Game in Town Still Pays
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We’re constantly told we live in an age of frantic, cutthroat competition. A world where plucky startups can topple giants overnight. It’s a lovely story, but I’m not entirely sure I buy it. To me, the real story isn’t about the fight, it’s about the companies that have already won. The ones who have built such colossal, unassailable positions that for their customers, there is simply no other realistic choice.
Think about it. When was the last time you decided to “Bing” something? Despite Microsoft throwing billions at its search engine, Google’s dominance is so absolute that its brand name has become a verb. Each search you make feeds the machine, making it smarter and widening the gap. It’s a self-perpetuating cycle of victory, and it’s the sort of unfair advantage that should make an investor’s ears prick up.
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Warren Buffett, a man who knows a thing or two about making money, calls this sort of advantage an “economic moat”. It’s a wonderfully medieval image, isn’t it? A deep, wide ditch protecting a castle full of profits from marauding competitors. These moats are not all dug the same way. Some, like Google, are built on network effects. Others, like Coca-Cola, are built on a century of brand-building, ensuring you ask for a Coke, not just any cola.
The result of having such a moat is something beautiful in its simplicity: pricing power. When you are the only game in town, you have a much greater say in what you charge. This translates into predictable, robust cash flows, the lifeblood of any solid, long-term investment. It’s the ability to weather economic storms because, come rain or shine, people still need what you’re selling.
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Let’s be honest, these companies are not always the most exciting. You won’t find them headlining tech conferences with promises to change the world tomorrow. Procter & Gamble, for instance, sells toothpaste and washing powder. It’s hardly the stuff of thrilling dinner party conversation. Yet, people need to brush their teeth and wash their clothes, regardless of what the stock market is doing. This creates a bedrock of stability.
This is where the real appeal lies for a pragmatic investor. While high-growth stocks are having a tantrum, these titans tend to generate so much cash they don’t know what to do with it. So, they often give it back to shareholders as dividends. This combination of market dominance and reliable income is precisely the thinking behind a collection of companies like The Only Game In Town. It’s a strategy that prioritises resilience over reckless ambition, which, in my book, is no bad thing.
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Of course, it’s not all smooth sailing. When you become this big and powerful, you inevitably attract attention. Regulators in Brussels and Washington get twitchy about monopolies, and the threat of antitrust action is always lurking in the background. Could they be broken up? Perhaps, but I wouldn’t hold my breath. These companies are deeply embedded in our daily lives, and dismantling them is a messy, politically difficult business.
The more immediate risk, I think, is complacency. A dominant position can lead to arrogance, and a new technology could, in theory, come along and render a giant obsolete. It’s rare, but it can happen. Investing in these companies isn’t risk-free, nothing is. But the risks feel, to me, more manageable than betting on the next unproven hopeful. In a world of endless noise, there’s a quiet confidence that comes from backing the undisputed champion.
View the full Basket:Only Game In Town
View the full Basket:Only Game In Town
View the full Basket:Only Game In Town
View the full Basket:Only Game In Town
View the full Basket:Only Game In Town
View the full Basket:Only Game In Town
This article is marketing material and should not be construed as investment advice. No information set out in this article be considered, as advice, recommendation, offer, or a solicitation, to buy or sell any financial product, nor is it financial, investment, or trading advice. Any references to specific financial product or investment strategy are for illustrative / educational purposes only and subject to change without notice. It is the investor’s responsibility to evaluate any prospective investment, assess their own financial situation, and seek independent professional advice. Past performance is not indicative of future results. Please refer to our Risk Disclosure.
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