well, operant conditioning is something that emerges from video games no matter what, in fact from all games.
it depends how you see it but in a lot of definitions of a game having rules is a pretty key factor. so, games with rules and lives (most games) lend themselves to trial and error methods. the way we interpret the results of our trial and error, dying, doing better, winning, losing mana, whatever it may be -- pretty much creates an operant conditioning. i don't think it's a bad thing and it also might not be avoidable. it seems to come hand-in-hand with rules. you could play with operant conditioning to enhance a conceptual aspect of your game, to interrupt this trial and error process of learning the rules that you know the player will go through. this could be someway to communicate a serious message.
and it's true that a lot of the current videogame audience won't see these messages because a lot of them just want to shoot shit and not think. so i think the tendency is to make the serious messages too explicit, and they just get boring, turned into monotony. they need to be hidden a little bit better, you know more mysterious. plus this hopefully sneaks by the executives
the truth is that there are a lot of people out there like us who grew up playing video games and are trying to find games that fill these gaps that books, film, or other art forms satisfy.
when you play a game and get really good you're conditioning yourself. that's a really fun part actually. to maximize your ability. how do you do this? learn the rules, try x and y, find bugs, create certain conditions for yourself to play by. a lot of good games give the player this opportunity because it allows him or her to feel like they're delving into the boundaries of the rules, almost breaking them. what we can do as game designers is anticipate these rule boundaries and give layers to them.