Gears of War: Judgement's creative director claims that "people don't want innovation", as he refers to the approach taken in the development of GeOW Judgement

[Nicklesbe]

People do want innovation. That's why the Wii dominated the market when it innovated. However there is a difference between good innovation, and trying to force a an idea that really isn't good as innovation. IE kinect and wiiu game pad. People want good innovation. That's why Bethesda gets GOTY every time they release a new fallout or elder scrolls and why they have a massive and ever increasing mod community on PC. Sure you could look at a game like COD and say hey these games always sell like crazy and they never really innovate. This is true, but not because people don't want innovation. They do that's why every year older and experienced gamers always groan and complain due to another copy and pasted COD. The reason it sells well is because it's core audience is kids and young teenagers. Every year there is a new batch of inexperienced kids with no real knowledge of past games. They don't need innovation because it's all so new to them. Meanwhile older gamers get sick of the same old same old and not only want but need innovation.