I feel like there's a ton of innovation in the cloud/container CI/CD space, but next to nothing elsewhere. In fact, some of the innovations in CI/CD make things _more_ difficult for those of us developing in other environments (such as game development).
There's a lot of low hanging fruit for improving things elsewhere.
To me, its like they don't have branches (tons of new code not accessible in the game is released in a patch) and they don't have unit tests that catch bugs (a certain ability has 2 modes, with 2 different activation times. In the most recent patch, the activation times ended up the same) but it's possible that developing a game is far different than developing a SaaS product from a coding perspective. Or it could be that studio just has weird practices.
Client side encryption is basically impossible; the decryption key has to be in the executable you ship somewhere, or at least sent to the client after a connection with the server. Perhaps some encryption tiering system could work to keep unreleased locked content locked for longer but I don’t think anyone has gone through that trouble yet.
This is likely by choice, feature flags have a fair few advantages over feature branches and are generally far less of a pain point long term.
It's likely because of inertia. I don't work for EA, but the majority of games studios use Perforce for source control which has... awful support for branches. They've got streams which are a huge improvement, but still nowhere near as flexible or easy to use as branches in git.