Did not play the game, but my guess would be, it is the often seen setting of player waking up in a strange environment and there come the creepers. Oh wait, did I talk about Minecraft?
Could be a hidden observer setting. Kidnapping people and making them get eaten by your pet monster. Or the usual horror setting of a lab experiment gone wrong.
But yeah, it needs some incentive to even try the game. Could be eye candy. Could be story. Boasting a unique enemy AI might not be the best option. Who is gonna believe that?