Warning: This is long and rant-like at times, so stop reading here if you’re not in the mood for that sort of thing.
Background
Finite and I played a few games yesterday. He played his GenCon joust deck (Lanni), and I played a Targ summer deck. Mine was an updated version of a deck I've played against Finite's Lanni deck 40+ times in the run-up to Kingsmoot and GenCon. Despite my tinkering, I lost three games in a row--all different reasons.
As I see it, Targ vs Lanni should be an even matchup. The Targ and Lanni Fury plots do not target each other. Kneel isn't disproportionately stronger against Targ (as it arguably is against rush deckbuilds that rely on 1-2 unique characters to claim renown), and Targ has quite a bit of draw (in the form of recursion) and can take advantage of the summer agenda the best. Of all the houses, I think Targ will typically give Lanni the hardest time--at least until Martell is released. Indeed, the most successful version of my Targ deck (before Kingsmoot) won against the Lanni deck about 40% of the time.
All this aside, the most recent version of my deck, which added (a) the +1 gold kingdom location to make it more resilient against first-turn blockade and speed it up in general and (b) neutral shadow tech to make it more resistant to kneel, performed poorly against Lanni.
Why Finite's deck won--and Lanni dominates more generally
#1: Lannister’s biggest advantage is that its starts are usually much faster than other houses. If a Lanni deck runs three Weaponsmith and three Stewards, it will be less reliant on locations, freeing up space for characters while still having more gold than a non-Lanni player. In addition, unlike Targ and GJ, Lanni doesn't have much use for influence so it doesn’t need to choose between +gold and +influence locations; it also does not suffer from the lack of influence-providing cards in the current cardpool. A first-turn blockade, which should be strongest out of GJ, is strongest out of house Lannister.
#2: Lannister's draw is efficient. Unlike Samwell or seasonal draw, Lanni draw does not involve intricate combos or foundational cards. Only Greyjoy and Stark warship locations offer sustained draw that does not require a complicated combo, and both of these houses half less than 1/2 the draw Lanni does. Whereas Targ's recursion arguably makes it a stronger sustained draw engine, cards like Xaro's home and Lady Dany's chambers involve 3-card combos. (To draw from Xaro's Home, one needs influence and an attachment in hand; to use Lady Dany's chambers, one needs a TARG character in hand and an attachment in the discard pile.) In addition, as more cards are printed, seasonal mechanics--and seasonal draw--become less attractive. For Targ, as the shadow mechanic develops, Lady Dany's chambers becomes less useful. Combined with Lanni's gold dominance, a Lanni player's hand dominance quickly translates into board control.
#3: Lannister's playable characters tend to be cheap. The highest gold cost character that a Lannister deck must play is 3 gold, excepting Jaime (optional), Tyrion, and the shadow armies that draw a card when they come into play (also optional). (Note that because of the shadow mechanic, the 4-gold cost of most of these characters is broken into two 2-gold payments, however, making the high cost more affordable.) In addition, these 3-gold characters (Castellan and Enemy Informant) neutralize more expensive characters with kneel effects. In contrast, Bara relies on 4-gold characters to rush, and Targ's 4-gold dragons have very gold-intensive mechanics, making their true cost much higher. To be sure, Greyjoy and Stark (and even Targ) decks can be built with low-cost characters, but this means that some of the more beefy, late-game characters are excluded. Meanwhile, Lanni's +2 STR event cards and kneel make their 2 and 3 STR characters relatively more powerful, so they are less disadvantaged by having "weenie" characters late game.
#4: Lanni has the most cohesive control mechanic in the game. Like draw, Lanni control does not rely on toolbox or foundational cards to work. Castellan triggers himself and is easily repeated each round, and other kneel cards work immediately and build upon each other. In contrast, Targ burn relies heavily on attachments that cannot target characters with "no attachments"--and several of the mechanics cannot target characters that already have an attachment. Targ burn--arguably the second-strongest control mechanic in LCG format--also often relies on combining attachments/effects with Forever burning. The Flame-Pitch Tower is, in theory, burn, but it's conditions are completely inconsistent--though not mutually exclusive--with attachment burn. The same is true for Dragon burn. Whereas it is difficult to integrate a "win by 4 mechanic," attachment recursion with influence, and lots of gold into a deck, it is relatively easy to add more characters that kneel opponents’ characters when they come into/leave play.
Recommendations
#1: Make more options for neutral draw. By this I do not mean the shadow draw King’s Landing, which will likely favor Lannister the most because that house has the most King’s Landing locations and will therefore be able to meet the requirement the easiest. If all houses had more access to non-combo (i.e. non seasonal/Samwell) draw, they could run weenies and thus be less reliant on gold. Other houses could trim away a lot of the fat that is required to make the current draw engines work. (For example, a Targ deck that didn’t need to run summer to draw would have a lot more space for burn, ambush, and other Targ-flavor mechanics.) Though Lannister’s flavor--from the books--is that it has lots of gold, the house didn’t have more options. So why do they have more draw? Even if Lannister draw is a game tradition, more draw for other houses would go A LONG WAY toward the LCG environment.
#2: Make more gold and influence providing locations. We’ve gotten some--we just received a couple +gold and +influence locations in the GJ expansion, but more options for gold and/or cost reduction would be better. (Though Lannister had lots of gold in GRRM’s books, Stark had other ways of rallying forces--honor/loyalty drove lords to join the Starks. Similarly, prestige, valor, and a hint of ambition drove armies to support Renly. These houses should have other means--if they don’t have adequate gold--to marshall their forces.) And if we really want to even things out, give Lannister more cards that require influence. Targ and other houses often choose between gold or influence. If any house should rely on influence to function, Lanni should. Making influence a bigger part of Lanni deckbuilding will encourage more variety in deckbuilding while naturally providing more balance to the environment.
#3: Make mechanics more cohesive. I realize that the LCG block, to date, was all planned as an expansion to the 5KE set and therefore would have been better balanced and complimented by ITE/5KE cards. Nevertheless, the seemingly half-baked Bannerman mechanic, The Brotherhood trait (and other traits), and seasonal stuff in general were halfheartedly explored. Bannerman are only played in Bara (and GJ?), and seasons are largely played only for the added draw of the agenda and/or Samwell. (Targ, GJ, and Martell have decent seasonal cards and could be played for that reason, but I think seasons would be much less common even in Targ/Martell if other options for card draw existed.)
I suspect many of the above changes are probably already underway, but if they aren’t, they should be. LCG AGOT is at the point where it is now playable AND fun, which is a big accomplishment. The next step is to balance the environment, making it more appealing for people that refuse to play (or are just plain tired of playing) a Lannister deck.