A combo of flow,good audio and a sense of humor is what I like. Theme can be the icing on the cake but is not the be all and end all. EG- When I first saw the videos of SM and IM I didn't think too much of the games as potential players or games I would like to own but when I played them both I was blown away by the combo of flow,audio,speed and fun and had to have them both. They had instant wow factor when I played them the first time.
It just has to have that wow factor about it for me in the first few plays to get me in.
If I have to continually play a title to try to get into it I know it is not for me.