This new series is two things. First, it is unabashedly a cash grab. Second, in my opinion, it is the anti-Sandman.
Loki is one of two true breakout characters out of the Marvel Studio films. The first would be Robery Downey, Jr. as Iron Man and the second is Tom Hiddleston as Loki. Hiddleston has effectively stole the Thor's own two movies and he was an excellent villain in The Avengers. It is about time Marvel pander to the Tom Hiddleston fandom by giving them a Loki comic book influeced by how the God of Mischief was portrayed by the actor.
I don't mind it though. It could bring new readers to try comics. It could top the sales charts have a long run due to the strength of the Hiddleston fandom. I don't mind all that because this is a well-written book. This could just be the anti-Sandman comic.
I call it anti-Sandman because the first issue mirrors through a distorted surface the first arc of Neil Gaiman's Sandman. Like Morpheus, Loki has collected objects of power to aid him in his missions for the All-Mother and Asgard. LIke Morpheus, Loki is seeking stories, but unlike the Dream King, LOki seeks his own stories of his past incarnation as evil Loki. He wants a clean slate and he immediately hacks the Avengers database to that end. It reminds me of Sandman because like Morpheus, Loki is aware that he is a story and the power of stories.
Don't be mistaken though, this Loki is still Loki and his methods are still consistent with what the God of Mischief would use to his ends. There are some several moments that stand out, but I do like the new relationship between Loki and his foster brother Thor. That is a Matt Fraction and Kieron Gillen legacy and parallels how close the two brothers were in the movies.
So whatever your reason is, read this book. It is great entry point to Marvel and comic books in general.