Gameplay by far. I don't find games immersive just because of shiny visuals. There are several other things that play bigger role imo. First, you have to treat levels like actual places instead making players feel like they are entering one movie set after another. I have found that sometimes keeping things simple can work better. Lore also plays decent role in making things feel more believable. Empowering player is one of the most important things imo. More scripted game = less personal experience.
If the game does something without player's input then it's immersion breaker. Same goes for forcing players to move from point A to B in a straight line instead of leaving room for free form emergent gameplay. Being completely gameplay driven is a lot more satisfying than shiny cutscenes. Sound also plays key role. This is the reason why I find old games from Looking Glass and Ion Storm more immersive than latest games despite being visually outdated. Sound was top of the line and soundtracks were created to enhance atmosphere instead of sounding like an action movie score.
You had to read notes, diaries, letters and listen to guards to know what's going on and pay attention to everything (while not being frustrating at the same time). You had to observe surroundings carefully before even looting a simple box to make sure that it's not rigged with explosives or traps. These little things made games a lot more personal, memorable, believable and immersive because it was my journey,,, I did it. And most importantly without good gameplay, the game is not fun to play. Crysis 3 has better visuals than Crysis 1 but it pales in comparison as an overall product because the first game had legendary gameplay. Another example; The Order 1886 (Great visuals, crap everything else).
Even in story heavy games there should be at least serviceable gameplay to carry that plot forward imo. It's one of the reasons why I've moved away from Telltale's latest offerings. While good at storytelling, their latest games lack in gameplay and feel similar. For me, the game without some sort of risk/reward is boring (that doesn't mean game needs to be punishingly difficult).
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