This study aims to identify design features for action games that would appeal to game-buyers, rather than game-players. Sixteen frequent-buyers of computer games identified 39 design features that appeal to buyers by contrasting different versions of Pacman games. Twenty-eight versions of Pacman were then evaluated in terms of the identified design features by 45 participants (27 male and 18 female college students). Qnet2000 neural network software was used to determine the relative importance of these design features. The results indicated that the top 10 most important design features could account for more than 50% of "perceived fun" among these 39 design features. The feature of avatar is important to game-buyers, yet not revealed in previous player-oriented studies. Moreover, six design factors underlying the 39 features were identified through factor analysis. These factors included "novelty and powerfulness," "appealing presentation," "interactivity," "challenging," "sense of control," and "rewarding," and could account for 54% of total variance. Among these six factors, appealing presentation has not been emphasized by player-oriented research. Implications of the findings were discussed.