I still don’t understand the sentiment that turn-based doesn’t sell. We just got Clair Obscur breaking expectations.
Part of it is, you have to make the combat interesting visually, tactically, and sometimes even tactilely. Some games get that right: Persona 5, Like a Dragon, etc.
I would also go on a limb and say that 99.9% of strategy in turn taking games is terribly designed. Buff attack, use strongest attack. The one that I really wanted to see more of is a system like Cosmic Star Heroine’s.