As the mobile game industry enjoys continual and rapid growth in the market and becomes a major sector of the service industry, it is of great interest to examine the very features that make mobile games so fascinating and keep its players coming for more. Pinpointing more precisely the very factors that increase the attraction of games will help game makers allocate corporate resources more efficiently. In addition, a more in depth analysis of the appealing characteristics enable game producers to establish an organized strategy in developing more advanced and technologically sophisticated mobile games, and to enhance their competitive advantage. In order to find these factors, we proposed a model, analyzed empirical data, and then interpreted the results. In this study, we examined the download type mobile game to find and compare factors that cause intent to play. The suggested model has three layers. The top layer is the intent to play mobile games. The second layer, the psychological perception layer, consists of two perceptive factors: perceived enjoyment, and perceived copresence. The third layer is a technological layer, used to classify the characteristics of the mobile games content into image, communication, and attractive characteristics, all of which have relationships with perceptive factors. The study shows some interesting results and we believe the conclusion and implications of this research will be useful for mobile game scholars and industry participants.