It's not just Nintendo who's trying. But the really new experiences are usually far in-between each other.
Nintendo is as guilty of producing safe games/experiences as most other developers. They do innovate with certain titles, like Splatoon, but they also play it safe with games like Mario Kart and Fire Emblem. The same goes for Sony, for example. Last Guardian innovated, for better or worse, but then you have Uncharted 4 that played it safe with a formula that's loved by the fans. Nintendo does the same. They give what their users love, and throw in a nice innovative title that's unlike most other games every now and then. The key is to keep things balanced between providing what the users want, and taking a risk now and then to hopefully create an innovative hit. If you take too much risks and disregard what your fans are asking for, get ready for an endless stream of complaints.
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