Pretty much all of them. Exactly which one is more important depends on the type of game. An online FPS is fine without a story, but a story is important for campaign games.
Games shouldn't be "it has good gameplay so it is fun enough". Yeah, that might be true, but you need to consider how much more fun it could be if it had good gameplay and good graphics at the same time. It's not like a game can have just one or the other, they should strive to have all of it.
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