Like any game, you need to know your target audience, but simulation games especially walk the line between a true simulator and a simulations game. Puzzle Chess or Chess-like games, card games and trivia games all fall under the category of puzzles as a complete genre. However the puzzle aspect of games goes far beyond games that are easily seen as puzzles. Quite a few games often are filled with puzzles, Adventure genre games such as the LucasArt's line of Monkey Island games are completely based on puzzles. The story unfolds as the player navigates through the world and to finish the player needs to solve whatever puzzle has been designed to temporarily stop them.
Some games often have very crucial puzzle elements that go unnoticed because of their interface.
Behind Enemy Lines was billed as a Real-Time Strategy game, but was actually closer to an action game with a heavy puzzle element. To beat each mission it was necessary to move your units to strategic spots on the map which were most often completely pre-designed by the creators and doing things differently ended in your units dying. To the games credit they did this well enough so that players did not notice or reject it as linear gameplay. Some board games fall under this category as well, although they usually are very roughly translated into computer games and often they lose their appeal, as players cannot actually sit around the board facing each other. There is almost no end to management in games, by definition games are about management of one sort or another.