I don't understand why people keep blaming the poor alien for terrible script writing. At the end of the day, the alien is just an awesome monster that kills people. It's a prop. Blaming it for being "cooked" is the same as blaming the failure of your film on a gun or a ship.
To bring this analogy closer to home: no director is complaining about how Zombies are "cooked", or Godzilla, or King Kong, or Vampires, or any other movie monster, really. Why are there no "Rogue AI that wants to destroy humanity is cooked" claims? When those things are used correctly, They work; They fail spectacularly when they are used as a gimmick.
The Alien worked in Alien:Isolation because it was used correctly: The developers did a great job recreating the feel of the original film in terms of aesthetics, emphasis on sound and even the story set pieces (takes a while before the alien is introduced, don't waste time on having it introduced via its life cycle, when the alien is introduced, it's a true menace), and most importantly, they built the game mechanics to recreate that fear of the alien even when the alien is not present. In short, Alien:Isolation worked so well because the game was built around making the alien work; Covenant and Aliens:Colonial Marines (just to kill that silly "worked because interactive game" argument) failed because they treated the alien as a byproduct.
To answer "exactly what new can you do with it": The problem isn't that "people are tired of seeing the alien kill people"; The problem is people are tired of seeing directors not caring about how the alien kills people, but rather about new things that don't even work. Alien:Resurrection failed because of the Newborn; Prometheus failed because of its own new ideas not being implemented well (the alien barely was even a part of that film); Covenant failed because of both new ideas not being implemented well and the alien being shoehorned in. Those films don't fail because people are tired of the alien - they fail because of just about everything else. The alien is the one thing people keep coming back for, in case nobody noticed.