There is no rule to use 200 ohm. Your circuit has it, but it may be any other value.
It's a tradeoff between the advantages of
- a high resistance (force a very low current in case a ESD voltage spike enters)
- a low resistance (not too much voltage drop during its normal use)
In your case the designer made the tradeoff at 200 ohms for that particular circuit usage.
Vomit is right regarding the trade-off. Higher resistance can increase ESD robustness... BUT be sure to provide primary protection path for the ESD current. A resistor alone will not protect against ESD! A large resistor will ensure that ESD current searches for shunt paths with lower impedance.
Many leading foundries ask for a 200 ohm resistor between the bondpad and the sensitive (IO) circuits. Maybe this is where this value is coming from?
However high resistance at the pad reduces functional performance: speed and output voltage are reduced.