1. Attractive: looking good
2. Intuitive: ease of use
3. Interactive: can you perform action?
4. Rewarding: what's the prize?
5. Challenging: the bigger the challenge, the more tangible is the reward
6. Unpredictable: does it surprise you?
7. Not for real: the imaginary world, whether you play “World of Warcraft” or play with dolls
8. With humour: a good laugh adds to the fun!
9. Immersive: a really good game absorbs you completely
10. Social: playing together doubles the fun