The non-extensibility of quantum theory into a theory with improved predictive power is based on a strong assumption of independent free choice, in which the physicists pick a measurement axis independently of anything that couldn't have been caused by their decision. Independent free choice is also at the core of the Nash equilibrium and classical game theory. A more recent line of game-theoretical research based on weakening free choice leads to non-trivial solution concepts with desirable properties such as at-most uniqueness, Pareto optimality, and contextuality. We show how introducing contingent free choice in the foundations of quantum theory yields a class of deterministic and contextual theories with an improved predictive po...