As a new player, I find the community here on the boards as a great resource for learning and improving my own game, but I think that there is a lack of options with regards to the topic title(General Challenge Phase Strategy) I was hoping a few of the "pros" could stop hoarding all their knowledge and share with the rest of us. I found this ktom quote in the Rules Forum to hopefully start us off:

"OneOne thing I will mention as a complete generality is about game play, though. I've noticed that a lot of newer players feel the need to defend every challenge, either to win or to stop the opponent from getting extra power for unopposed challenges. The end result is often that #1, they have less to attack with so find it hard to win challenges of their own, and #2, neither player generates power very fast. There is an art to knowing when it is okay to lose a challenge and take the 1 step back in order to take 2 or 3 steps forward later on. A really good example is, if you are going second in the first round, to let a military or intrigue challenge you cannot win anyway go through unopposed. Then, when your opponent claims a power for winning the unopposed challenge, there is something for you to steal with your own power challenge. This is all just experience. It'll come.

Welcome to the game! "

Try to put yourself in your opponet's shoes as much as you can - especially when he still has challenges to make. i often find that before a reset, when there are numerous characters on the baord - my opponent will try and count my total STR for each icon, and use that as a basis of how much force to commit to a given challenge.

Always bear in mind what the total power is, what the claim is, and how much your opponent will have to hit back with. Selling the ranch on an all out attack with Claim 1, when your opponent is not going to win anwya is rarely sound tactical play. .Challenge only wiht what you need, for what you wnat to do - and always be aware that you will be hit back - either by your target, or another player in a melee.

Concentrate on how you intend to get your power for victory. Are you using renown for rush, or going for a long term win. Are you hoping to deny your opponent options (the INT challenge), or just killing off whomever they put into play (MIL) for you to achieve your ends? Experienced players don't often over-commit themselves. Sometimes it is better to initiate a challenge with a weak (low STR) character or characters. Then your opponent has to decide how much they want to invest stopping the challenge. If there is a challenge I really want to win this turn, I will often initiate the other two challenges first, hoping to kneel down some of their characters.

Often, the best challenge to initiate first -- if you can win -- is the Intrigue challenge, as it can remove the card in their hand they were hoping to play

If you opponent is going first and has no power, let them win some challenge unopposed so you have something to steal from them. The winner isn't determined by life points, its but gaining power. Sometimes you make yourself stronger as your opponent gets stronger.

Don't play a STR bump or other booster on your character during he challenge phase until after defenders are declared. "I Am You Writ Small" is a great example of this. If you play it before defenders are declared, your opponent may not wish to defend. Play it after, and there is a good chance you are going to kill someone they didn't want killed. Also, you can attach it to any other Lannister character, so you can give it to whomever you intend to attack with next. Targ's "Forever Burning" is another example of a card that should wait until all characters are committed to a challenge. These are your surprise events, so don't let your opponent know about them before committing.

I'm probably a little different in this in that i like to go second more often then not. Unless i have an effect that i have to win a challenge as an attacker to get off or i'm going for the win this turn i much prefer to know all my options to me before i initiate challenges and then don't have to worry about him coming back on attack at me. (its a just a bonus that this strategy fits in nicely with the reins events and MWnK). There is nothing better then pulling off a seductive promise on defense

When i go first i often chump attack in a challenge i know i can't win or don't care if i win (often military) as JJ talks about it either gives me unopposed or reducers their attacking STR.

I don't know how helpful this article is, but I talk about general strategy in this article here.