If you’ve ever studied any basic-level psychology, then you will probably be familiar with the concept of conditioning, as described in Pavlov’s famous study involving dogs and a bell. And how ‘King’ (Candy Crush’s developers) have pulled the ultimate trick in getting us to pay to play… The Reward Effect What gives?Ĭlearly there are some strange psychological phenomena at play here, so let’s take a look at what it is that makes addictive games so impossible to put down. It’s like being addicted to a slot machine that you can’t win any money on. People are paying to have one more go on a badly made puzzle game (come on it is, you can even hear where the music loops every three seconds!) and it’s not like you can even potentially win any money back in return. This is an addictive game, so much so that many people seem to lose all self-control when it comes to playing it. But if you look at some of the rather unhealthy relationships that people have with Candy Crush then you quickly realise that it very easily could be true.
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