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Gameplay is still the most important. Gameplay doesn't necessarily have to mean deep, intuitive, designs but the concept of having an addicting form of gameplay is still the most important, hands down. Hell, people still play Pong, Breakout, Tetris, etc. today. It isn't because of graphics, music, etc. (in general) but it is what the game has you to do that keeps the gamer interested. I guess gameplay matters more to me because I come from a family where they didn't finish games, they BEAT them and gameplay mattered most in beating a game.