so basically what gamesas should do is have a contest of sorts, to get a fully developed story world, filled with unique new creatures, races, with specialtys and info about them. have a back ground and history to the world, and make a franchise out of it. more and more games are all about the franchise (warcraft, star wars, dynasty warriors, and last but not least EA they have around 20 madden games, the sims, and a load of other sports games with annual releases) the other videogame studios are all making long term videogame projects and making sequal after sequal, some annually, this is where videogames are heading because it takes a short 1 game story and expands and expands upon it, you go in time, go in the past, play as other sides and they have an endless well of games to make from 1 franchise, and if it goes over well you keep making game after game and they sell reguardless of content.
have a reward system setup, you find a creative person or story writer you like, you hire them to do some jobs for you, maybe make them a creative consultant, that way they work for you and you keep all the profits.