Pages 114 to 115 of *Running the Small to Mid-Sized Company* by Collins and Lazier mention Nintendo and Electronic Arts.
At Nintendo, come ship time, "Only games that pass predetermined hurdles are ever released. This reduces the risk and cost of failure; products that seem more likely to fail are pulled, saving huge marketing and inventory expenses."
At EA, they realize, "Out of 10 games, only 1 may be the mega-hit . . . experimentation is an institutionalized process . . ."
I immediately wondered, WTF? Oh yes, this book was published in 1995. Things are different now.
Still, there is some experimentation at EA and Nintendo to this day. Spore, Godfather, the Revolution. Trying weird new products isn't completely dead.