Innovative Gameplay, doing something different or in an original style. It's gone from being a bunch of awesomely-designed games to nothing but a bunch of cheap gimmicks.
Mostly how games for the Nintendo Wii are. They aren't releasing games anymore, they're releasing ideas in the form of 'games'. Half of the innovative games feel like they're worth 40% less than they're being sold.
And you know which games I'm talking about. When the game company isn't making carbon-copies of modern warfare or call of duty, they're releasing stuff like this:

And at least with indie games, you aren't paying through the nose for this stuff.
Basically what I'm saying is instead of making new ideas, they just kinda make it up on the fly and release it as a gimmick to get money instead of a game for entertainment value.