But I think there's always been multi-modal ways to enjoy games, though, even going back to tabletop games.
I remember an effort on Usenet in the 90s to document the various things tabletop RPG people looked for in a game. In that discussion they broke it down to:
"Dramatist" - people looking for a good story, emotional payoffs, comedy, catharsis, consistent character behaviour
"Simulationist" - people wanting a box-of-dice system that accurately modelled (or seemed to accurately model) things like physics, wounds, travel, market economics, wildlife distribution etc
"Gamist" - people wanting a series of "fair" challenges where the outcomes of the players could be rationally optimised using a set of strategies based on the published rules (so very akin to mainstream video gamer mentality)
"Immersive" - people who wanted to disappear into an experience that made them forget reality
One of the points of the exercise was to develop a vocabulary that could explain (in a non-judgemental way) why certain people didn't enjoy certain systems, or playing with certain players. At the time a lot of people objected to the cheerfully psychopathic and mercenary typical RPG character - very similar to the murderous and acquisitive player-controlled behaviour in GTA or RDR - and wanted language to express those objections.
And of course those games mostly evolved from literary works with a relatively romantic, idealised (or at least story-focused) concept of human behaviour - which made all the games where people dressed as Peers of Charlemagne ran around looting goblin lairs a bit perverse.
Thing is that none of the above hedonic modes of playing a game which combines mechanical and story aspects (like most video games) is particularly to be more valued than any other - except dependent on the people playing.
I really liked Uncharted 2, for example, which is one of those games where a great deal of effort has been made to conceal the Frankenstein scars between the "dramatist" (or cinematic) and "gamist" modes of enjoyment.
The need is for language to elucidate the differences so that developers can produce what particular gamers want, I guess.