I think it has to do, in part, with the needs of a video game. If I wanted to write a book, I need to be a good writer and find an editor and a publisher. The bulk of that book's success or failure is tied to the writing and the editing and, for my part, I only need to be good at one thing: writing.
Budget constraints, graphical limitations, or studio pressure are unlikely to change my writing significantly; for the most part, I get to call the shots, unless I'm on a very specific contract. What I (or the publisher) don't have to do is devote huge swaths of the book's budget to a team of people specifically focusing on how fun the pages are to turn, and the book won't get dinged in reviews for having bad page-feel or an outdated font choice (gameplay and graphics, as it were). I also don't need to make a protagonist so relatable or so undefined that people don't mind being that person (or robot, or sentient meat-square, or whatever). And let's not underestimate the ego aspect: if my book succeeds, the credit and financial windfall is given to me, the writer, and I join a pantheon of Great Authors(TM) that stretches back thousands of years. That combination of the promise of individual success and fewer restrictions on creativity likely attracts the top storytelling talent to try their hand at media other than video games—there's more room for their talent to rise. If I want money, I can try to be the next J.K. Rowling; if I want recognition, I can make it my life's goal to win a Pulitzer or a Nobel, which has a lot more cachet than Game of the Year. Never mind that many aspiring authors won't even get published, let alone attain those goals (I am an editor; I crush dreams professionally). Despite the hurdles, big dreams will motivate the most talented dreamers.
If I'm a great video game writer for a big studio, I'm just one comparatively small part of a very large project—and the project's success or failure often has as much or more to do with the artists, level designers, and so on. If I want to make an indie game to have more creative control, I have to either be multi-talented so I can do my own design, well-off enough to hire good talent, incredibly lucky, or have some similar advantage. Ultimately, I don't think video games have inferior stories because it's a worse story-telling medium (I think it might be the best, in fact, but I love games so damn much I'm rather biased). Instead, the issue is that the medium just isn't set up to attract the best storytellers, unless they have a genuine passion for video games above traditional writing. It's a lot more complicated than all that, I know. This is just one facet that came to mind for me.
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