USA Today article:

"We're trying to move the medium of video games into an area elevated in the same manner of respect of film," Balestra says. "We want to redefine what our medium is even called. 'Video game' is not an accurate name anymore. It is not necessarily a game with rules and a winner and a loser. It's an experience."

Full Neogaf post found here.

Guess I can steer clear of this game and developer all together. I won't inundate you guys with my opinions on why this approach will fail, has already failed, and damages video games in the long run.