Setting aside the Skinner Box aspect of the gaming industry for a moment, I think you're missing the social dimension of gaming.
A lot (if not most) of these new AAA games that are coming out have a strong social aspect. The game is a way to hang out with friends, the same way going to see a movie in the theaters might be, or checking out a new restaurant, or trying a new board game, etc. The novelty of the new game helps to decorate the shared experience.
Partially that, but as an example of the social aspect of video games: my college friends and I have scattered across the country for work and relationships. The cheapest way for us to stay in touch is a weekly video game night. We play old stuff, emulator stuff, new stuff we all like, all on PC connected over Discord for voice and occasionally video chat. It is our primary way of socializing with our friend group, often digressing from the video game we're playing into what is going on in our lives.
It's much cheaper than plane tickets, we can all drink the booze we like and have whatever dinner we want, all for the low price of one $60 game a quarter, at most.
A lot (if not most) of these new AAA games that are coming out have a strong social aspect. The game is a way to hang out with friends, the same way going to see a movie in the theaters might be, or checking out a new restaurant, or trying a new board game, etc. The novelty of the new game helps to decorate the shared experience.