They also want to be entertained in anyway you can like free games and stuff.
All if it breaks down to the type of person and where you are advertising I think. In general, clean content thats easy to surf and look at as well as not over saturating your front page with just advertisements. A nice layout of the site is good but mainly they are looking for what they came for and if they came for “Poker bonuses” then by god you better have that on the page somewhere hahaha