1a. Story. I love deep and engaging stories, no matter the genre. As I primarily play offline, this is very important for me because the game has to keep me hooked.
1b. Gameplay. If a game doesn't play the way it should or it's not fun to play, then there's no point in buying it. This is where I lump just about every FPS out there. If it's your run-of-the-mill FPS, gameplay is usually the defining factor as to whether I'll get a Call of Duty or a Battlefield. Infamous or Prototype. Tropico or From Dust.
2. Graphics. While I don't consider myself a graphics-whore, it definitely helps attract me to a game. I first bought Crysis all those years ago on my PC that couldn't really handle it because the graphics were that awesome looking. When I finally upgraded the video card to be able to run it smoothly, it completely blew me away PLUS the gameplay was pretty fun. Contrast that with Crysis 2 which is very-good looking but not as fun as Crysis 1 because it took away the sandbox nature.
3. Replayability. This is BIG because I'm buying more and more games digitally which eliminates the resale factor. So I always ask myself, "Will I just run thru it once and never pick it up again?" If yes, disc it is! I associate Assassin's Creed with that question. While very fun, I just don't see myself playing it all over again once I'm finished. It's too repetitive and tedious at times.
4. Franchise. Basically, if I bought the first one and loved it, I will most probably get the sequel. Most recent examples would be Mass Effect, The Witcher and Deus Ex.
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