Technology-wise, I think VR is going to be where most of the innovation happens. (Not that there'll be a headset in every household any time soon, but it's the uncharted frontier we have to explore right now.) Look for the ones that aren't just 3D video experiences or visual novels but actually include fully 3D characters you interact with. That's a taste of what the future holds.
You might also see some interesting things happen with voice synthesis really soon. Like, astonishingly soon. If not right now, then within the next year. They've got it to the point where, using 5 seconds of audio footage, you can map anybody's voice onto Microsoft Sam and get voice, tone, inflection... basically the whole performance, including words that aren't in the original footage. (Supposedly "in real time," but I think they're doing it on the cloud, which honestly isn't the same thing as end-user real-time.)
Story-wise, there's nothing new under the sun. And that's normal, because there's been nothing new in storytelling in general for like hundreds of years. The most you can hope for is good hooks, good art, and good writing. But that's enough! Japan has been doing visual novels for like 40 years, and most of them earnestly try to tell some sort of story with solid narrative, emotional or thematic through-lines.
Unless, of course, by "this industry" you specifically meant stepfamily-themed Ren'Py and RPG Maker games with Daz Studio renders for art assets funded exclusively through Patreon. In which case... I dunno. I guess they'll keep making them? Creativity is still technically possible with those engines, but it requires so much extra work that you might as well be using Unity or Unreal Engine or something.