It's the content that a title promises that tends to sell video games, not the creator. Thus, things like sequels are an obvious go to for publishers that want to make a buck. However, there are other mediums where the author rules.
The last 10 or 11 months have seen an awful lot of twos. Assassin’s Creed II, Bioshock 2, Kane & Lynch 2, Mafia 2, Modern Warfare 2 were all fairly big ticket sequels, and with the arrival of a plethora of sequels, very often comes the discussion of the lack of creativity on the part of developers and lack of courage on the part of publishers in developing original intellectual properties.
Some of these titles received initially positive critical and fan response (though in some cases, this initial adulation faded once the “newness” of a follow up to a beloved game wore off). However, much as fans of movies often do, fans of video games also very often question the potential quality of follow ups, wondering if the creative types might find their time better spent working on a new idea, rather than merely attempting to polish up (or more cynically put, cash in on) an older one.
Unfortunately, for fans of particular creators, like Ken Levine or Hideo Kojima, or specific development houses, like Rockstar or Irrational Games, this medium (again, much like film) is one that is marketed on the basis of content recognition and much less so on creative recognition.