Cool!

Needs to have sports - including those off the map like tennis, mma, racing, golf?

Tight odds - low vig

Affiliate program

Mobile site

Promotions for frequent users

What makes it better than the 5 or so out there already?

Quick payout / low minimums / high maximums

Simple to get to lines - all lines displayed on single page?

I realize these are all based on sports! I think regular casino games are cool too just not my thing!