I've noticed that the level of thought invested into experimenting with the storyline and the story-telling conventions of games is close to zero. In fact, looking back, the industry still has not matured from the "chosen one" cookie-cutter formula. Sure, we got Havok, paralaxbumpwhatevesmapping, but in the last dozen of games I've played, I was set on a path of saving the world as the "last grey warden", "the last living jedi", "the last dragonborn", you name it. In fact, I can think of very few games where the characters were not written to be cheap plaster molds, or delivered lines not riddled with unadvlterated cheese.
While video games have the potential of being a groundbreaking form of multimedia art, it's hard to see when somebody is going to come along and turn the video game industry into something more than the cheapest form of money grubbing consumerism. Right now, the level of art that gaming is at is akin to the early film experiments of the late 19th century - the fact that you have the means to shoot a bunch of factory workers entering the building does not make it art.
In my opinion, the problem with the gaming industry is that it continues focusing on teen adolescent males who are not yet fit for distinguishing good and bad art due to lack of experience. Additionally, it employs mechanisms of addiction to maximize profit. A good example of such an occurrence are MMO's, whose leveling mechanism, equipment and other content turns the player into a guinea pig spinning the big wheel - is there any point to the leveling? Has the World of Warcraft ever taught you anything about yourself, your phobias, your mother, or being human in general? Doubtfully.
One other fitting example of the most basic capitalist greed is Bioware - the fact that a company strips out content and sells it as DLC is outrageous, and implies that the artistic integrity of the game is non-existent. Imagine David Lynch cutting out scenes with supporting characters in one of his movies and selling it as "additional content". Wouldn't you want to punch him in the mouth http://www.fullissue.com/wp-content/uploads/2010/12/David-Lynch.jpg
To conclude, as my mother is nagging me to join her for lunch, gaming as art needs http://www.youtube.com/watch?v=ML1OZCHixR0&feature=related.