Strict limits on magic might be one. Novelesque magic tends to be less showy and much harder to use, its effects more devastating, and typically its in the hands of the bad guys. Videogamey magic is flashy, easy to use, balanced against other types of attacks (or tries to be) and available to good-guys as well. The comparison would be in a Conan novel, only evil and vile magicians ever use magic, vs. Final Fantasy, were all the heroes can (and do) learn magic.
Another example would be treasure: Novelesque magic items are powerful, few in number, and named (Excalibur, Stormbringer, Sting). Videogamey magic items are common, start weak and upgrade, and rarely given anything more than a descriptive title (ring of protection, sword +1).