Top 10 things one publisher considers when evaluating a game:

http://blog.foxtrotgames.com/2015/12/02/game-submissions-brand-hook-fun/

http://blog.foxtrotgames.com/2015/12/11/game-submissions-time-excitement-profit/
 
http://blog.foxtrotgames.com/2016/01/12/game-submissions-top-10-things-i-look-for-part-3/