What I consider first is whether the gameworld is one I want to spend time in -- and whether the story is one I want to follow. If it's 100% a puzzle game, then these things don't matter as much -- though even there I don't want to play a game where the graphics are so dark I can't see the puzzles.
So I'd say environment would come first, though that's not something on the list. Perhaps "graphics" would come closest, as long as graphics meant more than high or low resolution or fancy visual effects.
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