Innovation can only happen when games are low risk, or niche. We are pretty much all done with the big generic fight-the-terrorists FPS game now. If EA didn't insist on making every game appeal to everyone, and on spending 10 million dollars on it, they would get a lot more innovation. They would be better off spending that 10 mil on 10 different, slightly niche games, with lower production values. People are past caring about photorealism, and amazing bump mapped pimples on peoples faces, they want innovation now, and that means riskier designs, niche marekst, and smaller budgets.