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Gametime- you should be able to play the game in 1..3 minute spurts.
Input - you should be able to use finger for the input to play the game while waiting in line for the bus with your iphone
The game should have some randomization so its highly replayable.
Style: It should either be highly colorful and cheerful, or blocky and low fidelity graphics -- minecraftian.
If a genre is hot you need to get in on the craze ASAP. The most successful game we made was a spartan based game.
Keep it simple stupid - you need to design the game so thats easy enough for baby or grandma to play it without reading any instructions.
Instant death - you dont need a complex health system but a simple one hit kills. This ensures that the player does not get bored as quickly.
Reward the player constantly, keep giving him achievements and bonuses both in the short term and long-term with “missions unlocks”.
Easy to learn, easy to beat, hard to master, have a star system or a multiplier so that the player keeps playing.
Unique selling feature. Now this is risky because you might change something and make the gameplay worse, but your going to have to do something to try and differentiate yourself from the rest of the games out there to try and get picked up by the blogs.
DOA - If your game is not picked up right away your game it's DOA, so dont bother with it, time to move on. There are now hundreds of games released daily on the mobile platform, the bloggers will not review updated games they are looking for new releases.