Many investigators have been dissatisfied with the strong assumptions that conventional measure theoretic probability requires you to make. The community that I'm most familiar with that is stretching these bounds is the imprecise probability people, http://www.sipta.org/index.php?id=cs
They have a conference every other year. The simplest generalization is to interval valued probabilities, but there are several other interesting theories.
There are some phenomena, such as a failure of long term averages of some actual physical-world stochastic processes to converge, that seem to indicate that conventional mathematical probability does not predict their behavior correctly. I.e., it is a theorem that long term averages of stationary processes should converge, and these don't.