+ The biggest thing for me is how strategic it is. The only luck in it is luck that you can plan for. You see exactly what dice are going to be rolled and what they need to roll before you ever pull the spell out. You can then calculate your odds of success and plan accordingly. So your tactic only has a 50% chance of success? You probably shouldn't hinge the game on it then. If it does fail, what is your back up plan?
I've never played miniatures games, but regarding customizable card games I've had people argue that dice are more random than the random card draw. I don't believe this is true, but even if it is, I can make plans around the dice. I can't plan my moves based upon random card draw. I have to wait until I draw the card before I see what my options even are that turn.
Thus, Mage Wars wins out hands down. It is truly a battle of wits and skill.
+ I also love that you can bluff in this game. You are always trying to anticipate your opponent, and the face down enchantments really add to this. Not only am I trying to guess what he's going to do, but I also need to guess what he's already placed on the board. Even if the enchantments didn't work like this, there would be an element of bluffing, but the enchantments take it to a whole other level that I love.
+ The customization is top notch. I like being able to build a book tailored specifically for me AND knowing how it will function. In games with random card draw you can customize your deck, but you can't guarantee it will ever work the way you envision. With mage wars I know what my book is capable of. I built it, I run it, it is entirely mine.
+ It is BEAUTIFUL! The cards, the board, the spellbooks, everything in the game has amazing aesthetics. The game is gorgeous to gaze upon.
+ The release schedule nice. It is slow enough so that it doesn't take over my life. I can only afford so much and I'd like to get other games as well. It also allows you time to integrate and adapt to everything. However, it is quick enough to keep things interesting. They might could shave a little time off between sets, but overall I like the schedule.
+ I like the value I get for my money. All of the sets are comparable in price to other CCGs that release an equal amount of cards, yet they provide spellbooks and tokens in addition (not to mention dice and boards in the core set). This makes it such a better deal than it's competition.
+ This might be delving into Arcane Wonders rather than Mage Wars, but I like their dedication to their customers. They seem to truly listen to us and care about us. I've never felt so good about any other company. The closes experience I've ever had was with Alienware (before Dell purchased them, I haven't dealt with them since so I can't comment how they are now).