Before the development of cell phones, I became addicted to playing video games. Back in those Roaring 70s I would go to the mall to play iconic video games. Armed with a pocketful of quarters, I was ready to take on Ms. Pac-Man, Space Invaders and Asteroids. My mission was to break my personal record for each machine. Unlike slot machines at casinos there was no way to win any money playing those games. I did it for the challenge of getting high scores. When I ran out of quarters, it was time to go home.

Luckily for me, Microsoft published a Kids magazine. They hired me to write a monthly column about the newest trends in video games. I interviewed the developers of the game and the current champion. It was a lot of fun for me and gave me a lot of insight into how to win these games. They also paid me on time, which kept me in quarters for my own use at the mall arcade.

The proliferation of the cell phone led to an explosion of game apps that are constantly bringing new challenges. Once you start playing these games, it’s hard to put that cell phone down. They have designed these games with precision to captivate your attention and keep you engaged and encourage you to spend money.

 Let’s see how they do that since the phone doesn’t accept cash. About a month ago I started playing a golf game app. The game comes with a rather basic set of golf clubs that you soon outgrow. The game’s program senses that the time has come to sell you a golf club package upgrade. It turns out you can’t beat people who have a better set of clubs, no matter how good you are at the game. Clicking on a debit card that you previously selected lets you pay for new golf clubs. 

It is easy to get addicted to the app. The mobile game apps provide instant gratification. From the first moment you start playing, you’re rewarded with cheerful sounds, a sense of accomplishment, and bright visuals. Depending on your game, you’re either completing a level, earning coins, or unlocking a new character. Those small victories trigger a release in your brain of dopamine, a chemical that is associated with pleasure and reward. The instant feedback loop keeps you coming back for more. Unlike traditional games that used to be in the arcade, these app games offer quick wins that fit perfectly into short bursts of free time. It’s the instant reward that makes it easy to get hooked.

Most of these apps use what’s known as a freemium model. It is free when you start to play. Eventually it offers app purchases for extra lives, power ups and other items. They rely on the idea that once you’ve invested some time or money into something, you’re more likely to keep investing. For example, remember that golf game app I told you about? I began playing with the same person every night. I could never beat them. I was still using the starter set of golf clubs that came with the app. I realized he must have paid for an upgrade. The first thing I selected was a new driver. For $1.99 I had the top-of-the-line club. Well, that night we started playing. I hit my first drive 300 yards and I was hooked.

Successful apps are designed to feel like they could go on forever. There is always a new level to go to. Challenges and characters are constantly added and changed to keep the experience fresh and engaging. It’s actually known as the Zeigarnik effect. It occurs when unfinished tasks stay in your mind longer than completed tasks. So, when you leave something in an app half-finished or incomplete, your mind is constantly thinking about it. At some point you go back and finish the game.

 In 2012, Candy Crush Saga hit the app market. Suddenly it seemed that everybody was playing it. You got frustrated that you couldn’t advance. You had already invested so much time in the game it felt worth $0.25 to get some hints. Still don’t think these games are an addiction? Thirteen years later, you can still play Candy Crush Saga, and people do.

Hudson Cooper is a resident of Sullivan County, a writer, comedian and actor.