Marioface5: It's true that the Zelda series does have a decent amount of variance, and not all of their games are completely the same. You also might have a point about constant use of the same franchises not necessarily being the same as lacking creativity. That being said, shouldn't all of the games that do end up being the same thing be enough to discredit them as far as creative integrity is concerned? Shouldn't a company with creative integrity only make sequels when they have enough new ideas to warrant one, rather than milking franchises for easy money? Mario Kart, NSMB, Pokemon, and Mario Party should be enough evidence alone to throw the idea of Nintendo's integrity out the window.
Not really, no. You see, a company that
only innovates cannot survive. Innovative game concepts are all well and good (and innovation isn't the be-all and end-all - most experimental concepts on PC are utter tripe and are different for the sake of being different or contrarian rather in the interest of being worthwhile), but money needs to be brought in fund this.
A company cannot simply be dismissed as being uncreative simply because it employs iterative improvements in certain areas. That's not how it works.
Nintendo is really the only company left that strikes the perfect balance between iteration and creativity. Sony comes close, but rarely allows their innovative concepts to adequately mature - such games often seem more like proofs of concept than actual games (Rain, Super Rub-A-Dub, pretty much anything by thatgamecompany).
Sega gave up that claim around a decade ago (although Sonic: The Lost World showed that there is a spark of it still). The other mainstream publishers (EA, Activision, Ubisoft, Take 2, Microsoft) either don't bother to innovate at all, or they only "acquire" innovative concepts for indie kudos.