Yar, innovation is craved for in the gaming industry, but publishers/advertising peoples commonly screw things up. Take the psp game Gripshit for example (omg teh inside looks):
Origionally, Gripshift looked to be a game brimming with creativity, but publishers are scum of the universe.
The engine was just being established when the game was picked up by Sony Online, who royally ****ed things up. They said: "The target market of PSP buyers are sweaty fat people between 16 and 35 years of age, so like, make Gripshift edgy for the children.". Bye bye, Dr. Bun; Bye bye Bear. All of the amusing cartoonish characters were replaced with 'edgy teen' characters, and the game sported a soundtrack so wonderfully composed by the tone deaf band, Misfits Of Science.
Eventually, any and all creativity was sucked out and turned to the product you see today. Yar.
As my father once said (but applies to all industries):
All you need to succeed in the movie industry is to say "Yes!" and have a good gag reflex.
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