We propose the first general technique for proving genuine lower bounds in expansion-based QBF proof systems. We present the technique in a framework centred on natural properties of winning strategies in the \u27evaluation game\u27 interpretation of QBF semantics. As applications, we prove an exponential proof-size lower bound for a whole class of formula families, and demonstrate the power of our approach over existing methods by providing alternative short proofs of two known hardness results. We also use our technique to deduce a result with manifest practical import: in the absence of propositional hardness, formulas separating the two major QBF expansion systems must have unbounded quantifier alternations