I voted The story or Plot (Quality of the writing and Dialog). More precisely, though, the answer is a combination between this one and Genre, mainly because I don't usually like comedic adventures (unless, of course, they have a top-notch writing, hence my answer) 
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Top Ten Adventures: Gabriel Knight Series, King's Quest VI, Conquests of the Longbow, Quest for Glory II, Police Quest III, Gold Rush!, Leisure Suit Larry III, Under a Killing Moon, Conquests of Camelot, Freddy Pharkas Frontier Pharmacist.
Now Playing: Neverwinter Nights, Professor Layton and the Diabolical Box
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