Putting the pieces together
It’s very unlikely that a game would take its final shape by linearly expanding from its narrative beginning to its ultimate ending. During the development, some pieces of the game are developed as modules and all these modules are put together when a playable of some sort is required.
Depending on the size of the project, the designer might have the responsibility of putting everything together. Usually, designers are in charge of setting up the whole game content. Maybe the alpha version included only a single level or mission and now it is time to implement the full game experience.
Feature creep
Once the game is finished, or almost finished, it’s really easy to see what might be missing. The team, with a clearer picture of a semi-finished product, might come up with fresh new ideas, different solutions, or new content. The feeling is that with these kinds of additions, it would be a much better game...if only there was a bit more...