If you want an experience to be remembered, you'd focus on non-gameplay. If you wanted to develop some skill, you'd focus on gameplay.
That's not always a valid assumptions. I am an avid chess player (playing in a club). Chess is pure gameplay and I have very great memories of some matches I've won or lost. Also I have memories of my opponents, how they behaved, who they were etc... so it is one, complete experience.
Chess is not an art form, but still...
I had some great complete experiences with games, where mechanics and audio-visual experience came together like in Tetris, REZ, Every Extend Extra Extreme, Bangai-O (hm, all more or less abstract experiences). I would put them in the same category like a string quartet or a symphony (abstract music), opposed to opera etc...
I think when gameplay, mechanics, and the audio-visual experience come together, that's a great experience to have.
cheers