I'm a casual player, not a competition player. I'm still amused with things like AFM, MM. I can appreciate a deeper pin, but I'll never come close to beating any of them. So, yeah, I'm one of the people who suck at this hobby. And, as a buyer:
Theme: Ideally great, but will cope with "neutral" if the game itself is good. If the theme grates against me, no way, no matter how it plays.
I do get into a game more if the theme, the art, the light, and the sound all come together to draw me in. I want the game to draw me in, and make me *want* to spend time with it. Repetitive callouts, bad voice actors (TWD), etc can really deter me. Music I find abrasive means even a great layout is no fun (IMDN).
I really wanted to like IMDN; and I would have bought in if it were something else. The layout *is* interesting. But, the only way I'd play this pin is with the sound turned all the way down. Translation: I'll pump $10 in at the bar where I can't hear it anyways, but I won't bring it home with me.