Software, deposit bonus/promotions, good review and deposit methods.
No one likes glitchy software, as the Professor elaborately pointed out 
Newer players I think look for a great deposit bonus
A great review I think is the most attracting feature
Viable deposit methods are a must.
I must agree with the Professor, it all depends on the player. Experienced players definitely want excellent customer service. If a casino offers several e-mail options for cutomer support, they’re most likely to offer at least fast customer support. If they supply an e-mail address for a floor manger, specifically used for when the regular support offered is not satisfactory, you’re more likely to get your issue resolved to your satisfaction. However, as Professor pointed out, this is long, annoying, and can cause the player to go elsewhere.
While speaking of support, I’d like to rant a bit about how I don’t like Live Chat Support in most cases. I suppose it depends on what you’re asking. When I’m writing a review for a casino, if they don’t list information I need, like who/where they obtained a casino license from (this happned to me just yesterday), Live Support usually fails to answer the question. 50% of the time you get irrelevant canned responses. When you do get a live response, the person usually can’t answer the question. If I couldn’t find it on their web site, they probably can’t either…:slapface: