I worked on big-budget titles in the game industry for about 10 years. I was a producer on the Halo series at Bungie, and before that I worked at Activision on Call of Duty. When you work on that games that big, the business really comes down to economies of scale: you have to sell millions of copies to recoup the millions of dollars you spent on making the thing. So people get pretty risk-adverse... there's hundreds of employees and millions on the line, so everyone retreats to tried-and-true themes, proven gameplay mechanics, and so on.
When I left to start my own company, I wanted to be weird and make games that people hadn't seen before– explore some of the ideas I had about game design, interactive music and other aspects of development. I had a few dozen words and phrases I wrote down to express these kinds of concepts, but none of them were really sticking.