I would say its the "immersion" experience. When a game is good you totally forget about the outside world.
Feeling of accomplishment when you finish a level or a zone is also great.
Feeling of having full control on your character. This is the worst with 3D shooters, when there is an explosion you feel like your character has parkinson disease and that pisses me off. Also the damn never ending movie-like scenes where you only watch and can't do nothing.
On a different style, why is Angry Birds so popular? Its a challenge to make all the blocks fall and there is numerous ways to achieve it. It has funny characters with funny noises and its for kids as well as adults, guys or gals.