“It sounds weird but we try to keep our innovation as low as possible,” the director explained. “We’ll say ‘it’s this game but with that.’ It takes so much time to innovate. Sometimes you find the hidden holy Grail of game design, but often indie developers sit for five years trying out stuff. We’re a studio of 50 people with bills to pay. So we can’t do that.”
And too much innovation will alienate people anyway. People want something new but at the same time want something familiar. If it’s too out there people can’t relate with it, especially before the purchase, and feel it’s too risky to spend time and money on. And for the people who do try it you still need to convince them to push through the beginning stages of the game. Since very innovative gameplay comes with a steep learning curve and not just skill wise since it breaks conventions there is also a cultural (in the gaming sense) learning curve.