Other than gameplay what matters most to you in a game?

[Pyroguekenesis]

Philosophy, if any...
And SNIPER CHARACTERS YEEAAAH! Any game that features a good sniping aspect goes yay for me...except YOU SNIPER:GHOST WARRIOR...

 

[Anarchy In Detroit]

animations and customization. if i want music i'll stream it to my x box from my compy.

 

[Flamezdudes]

Story. Always story.

The games I buy must almost always have a good story or atmosphere.

 

[Captain Pirate]

Immersion, followed closely by characters and story.

I just love it when you really feel like the character; like you feel what he/she feels.
You want to kill the main bad guy/save the world/whatever as much as they do.

 

[[Insert Name Here]]

I was going to agree with 99.9% of posters and say story and characters, but playing Fallout:New Vegas made me appreciate how much I like it when a game actually WORKS.