The choice of management strategy for companies operating in different sectors of the economy is of great importance for their sustainable development. In many cases, companies are in competition within the scope of the same activities, meaning that the profit of one company is at the expense of the other. The choice of strategies for each of the firms in this case can be optimized using game theory for a non-cooperative game case where the two players have antagonistic interests. The aim of this research is to develop a methodology which, in non-cooperative games, accounts for the benefits of different criteria for each of the strategies of the two participants. In this research a new integrated sequential interactive model for urban systems (SIMUS)–game theory technique for decision making in the case of non-cooperative games is proposed. The methodology includes three steps. The first step consists of a determination of the strategies of both players and the selection of criteria for their assessment. In the second step the SIMUS method for multi-criteria analysis is applied to identify the benefits of the strategies for both players according to the criteria. The model formation in game theory is drawn up in the third step. The payoff matrix of the game is formed based on the benefits obtained from the SIMUS method. The strategies of both players are solved by dual linear programming. Finally, to verify the results of the new approach we apply four criteria to make a decision—Laplace’s criterion, the minimax and maximin criteria, Savage’s criterion and Hurwitz’s criterion. The new integrated SIMUS–game theory approach is applied to a real example in the transport sector. The Bulgarian transport network is investigated regarding route and transport type selection for a carriage of containers between a starting point, Sofia, and a destination, Varna, in the case of competition between railway and road operators. Two strategies for a railway operator and three strategies for a road operator are examined. The benefits of the strategies for both operators are determined using the SIMUS method, based on seven criteria representing environmental, technological, infrastructural, economic, security and safety factors. The optimal strategies for both operators are determined using the game model and dual linear programming. It is discovered that the railway operator will apply their first strategy and that the road operator will also apply their first strategy. Both players will obtain a profit if they implement their optimal strategies. The new integrated SIMUS–game theory approach can be used in different areas of research, when the strategies for both players in non-cooperatives games need to be established.