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For me it's Nintendo's commitment to gameplay first.   Too many games nowadays focus too much on the cinematic  experience and not enough on gameplay.  Most people seem to like this, but I prefer Nintendo's commitment to simple fun gameplay over anything else.  

I do enjoy a deep story, but no matter how good a story is, poor gameplay will ruin it.    The reverse is not true (Any Mario game will show that). 

Plus I tend to play in short bursts and it can be months inbetween play of a particular game.  Unless the game is so addictive I can't stop playing, then it needs to be easy to pick up and play.  Nintendo titles with few exceptions always are.