I have readed this in a magazine. (its my own translation :D)

There where a small info how this days publishers want thier games to look like(play like?...)

1. Don't punish the player... How this works in game: Player has to draw pleasure from the game. He is not turning on the game to get stress or irritate. Its very important that mistake or bad decision has not resulted in blocking of some options. Let everyone play as it would like to.

2.Most important is the intro and first 15 minutes of the game. Opinion on the game is made very quickly , first moments decide about everything. Intro must be effective , and the begining of the game must immediately put the player into a place where is a lot of action. The biggest problem is boredom(tiredness) of the palyer and the...reviewer... Rule of the "first 15 minutes" was made because of the western reviewers ,some of them usually stop playing the game after few minutes.The end of the game is less important, the outro is not necessary.

3.The main plot can not be longer than 8-10 hours. Players on the largest market in the world(USA) , dont like when they can't beat the game in 2-3 evening's

4.Best would be if there never appeared "game over" sign. The palyer should not experience the meaning of failure.If the avatar die it should be teleported immediately to the checkpoint ,that is placed as