The best way to look at this question in my opinion is not to take any preconceptions I have about games when answering this question. When I first turn on a game or watch a game trailer or look at a screenshot, I am watching first and foremost the visuals. A visual style can make or break whether a person chooses to play a game or not... not to say that Gameplay isn't important, but that it comes secondary by the impression that the game makes on the player.
We're an entirely visual culture. So visuals will have the most impact. Gameplay can draw in fans and keep people playing your game or, in the case of a game demo, want to play more.
This is why I chose visual because that's what I blindly answered.
Candlejacques
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