Re: With your permission...
Top of the list:
-Good, fast software. A "stable" feel to poker software adds an intangible amount to a site (see PokerStars and Ultimate Bet for examples.)
-Good bonuses, rakeback, yadda, yadda, yadda.
-Customisable lobby with plenty of filters (e.g. by limit, PL/NL/Fixed, game type).
-Plenty of marketing to attract some fish.
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