Tacking on to feedback @Ghost and @Lotherio both provided, I would say that the setting of game isn't necessarily as important (to me) as the type of game. I think the genre of this game works best when:
There are real risks and you might actually die. The environment is trying to kill you while the surviving groups are also trying to kill you because of resource competition and you're adding to these chances by having to get from A to B by deciding if taking the dubious rotting bridge over a raging river is safer than going all the way around, which sets you back by hours but means you're stuck out in the wilderness when the sun disappears.
I can't really speak to games I'm not familiar with but I tried No Return and in addition to what @ghost said: there was literally no risk to this game. Sure, people died but they were dying because the players were shelving them because they were bored or they had a flaw that required them to die by x time. And even the unlucky players who were the victims of bad rolls and gotten bitten by zombies, still had to do a check to see if they turned and even then could take a serum that would cure them of permadeath. There was little risk inherent to this game and it mostly resulted in a lot of playing house and having babies and ignoring a lot of basic cooperative survival needs like making sure the PCs had a secure fence.
Staff on the game kept trying to course correct these issues through very hamfisted plot devices but they often ended up over correcting where it became railroady staff fiat in the form of IC punishments or the plot devices were so drastic and theme breaking that, most players literally didn't want to deal with it, ignored it and just kept scavenging for canned pears in light syrup.
Which feeds into...
Active plot staff or active plot runners. If the staff are the kind of staff that don't want to run plot that doesn't basically react to players ignoring previous staff fiat and want players to do it for them largely, then empower your plot runners to keep running plot that moves the game's story arc forward. Otherwise, again, you literally have nothing to do but scavenge for lawn chairs and ignore theme. This can be avoided by just pushing the main story line along on a proactive basis.
Set a date for the game to end. Most of the survival genre is counter intuitive to this (the author of the TWD has stated that he planned to keep telling the story for as long as he could which is turning out to be a very long time and not necessarily for the better). A game with a beginning, middle, and end in this genre sends the message that you don't have time to sunbathe on top of the abandoned mall when you should be stock piling ammo because the Reavers are coming. It gives players a chance to make more meaningful and strategic choices and if they blow it, well then they blow it. Losing is fun, I think.