The horror genre is in part built upon the notion of upending expectations. It’s similar to comedy in that regard. The end goal and therefore methods for achieving it, of course, being somewhat different. In comedy, the interest of the artist is in subverting expectations and changing directions at the last moment. In horror, the interest lies in twisting and prolonging expectations, all the way to their breaking points.
At a more fundamental level, the mediums in which a particular work is a part of have different methods for conveying meaning. One of the less acknowledged forms in games is the feel of play. Video games in particular are tactile in nature due to a constant connection to the controller or other input device that connects the player to the game. It is important both how it feels for the player to input commands as it is to how it feels to receive a response in moment to moment interactions. However, due to the nature of the interactive cycle, there is a limit to how much you can upend the expectations of input and output.