More choices.
More eye candy.
A way to master the game that doesn't require endless amounts of time spent playing it, like if you had a unique idea or strategy. Actually, I'm not sure if that's possible. I was just thinking of the MMORTS I am working on.
I have to completely disagree. Look is certainly a factor. But more choices and mastering a game are diametrically opposed concepts. If you master something then the choices are limited somewhat, and once you know it all, things become familiar and uninteresting. For instance in life it is very difficult to become a master of 2 or 3 professions - there is just so much complexity to every topic.
More choices, so many that you must pick a certain area to concentrate on to achieve success in the game. No clearly definable way to win, let the players decide how to win, as in life - open world, rock bends scissors why? Doesn't matter the players will find a way to make a use out of this. Make your world open and free to interact in (it doesn't even need to be too complex - water + earth = mud (fun), water + cold + door = someone trapped inside their house (fun)), let there be much to learn and many mysterious things/restricted areas/actions - giving a player motivation to try and find a way in or to find out about said item/lore.
Some skills could only be taught by a rare NPC in a difficult to get to location. Make the Lore vague - as in life, we love the Egyptians and Aztecs they achieved much and we don't have their complete history. Were the pyramids really covered in gold? Is El Dorado still hidden somewhere in the jungle? Are Moses' powers to turn a stick into a snake possible?