6 steps to play with player's mind - some thoughts blog - Pabo

Today I came across an interesting post from Fan Studios. In short, it mentions six practices often employed in games as well as in real life.
One thing that immediately struck me was the fact that these steps occur more frequent in games than in real life. The reason for this is, I believe, the "closed world" of video games - meaning that a video game is only an instance of the real world, a finite representation of some core aspects. Operating as a very simplified version of real life, it's of course much easier to try something new/groundbreaking, whether it is good or bad. But approaching video games as a real life "sandbox", a chance to work under safe and controlled conditions on things concerning the uncontrolled and chaotic real world, is a big subject, which I'd like to come back to at a later point.
I'd rather focus on the post's last paragraph. The six characteristics mentioned are indeed very powerful tools, and as such can easily be misused, be it on purpose or not. We've all come across games that use these characteristics to a greater or lesser extent. One might say, "Why is it bad to employ these tactics? I like rewards!".
The obvious answer would be, that the sense of achievement fades away, the more often we achieve something. We might have been happy when we got the first milk from our cow in FarmVille, but after several months of playing the game, the same "reward" feels empty. Collecting the milk has much rather evolved into some kind of compulsive behavior, something we have to do in order to keep going.
But keep what going? It isn't anymore for the sense of building or developing a farm, but rather for the sense of accomplishing something. Next to no time is spent to admire the achievements already made, since there's always the next goal in sight, however small it might be. We're constantly on the look for the next reward, like addicts. Or maybe we are addicted. It is what games have been blamed for for many years - addiction. The point is, we're not addicted to the game itself - we're addicted to the rewards the game shoves down one's throat. We don't really care what game gives us these rewards, as long as we get the satisfaction we seek.
Of course, not all addicting games are addicting for these reasons. There are plenty of games that just thrill us with great moments, good storylines, clever gameplay, stunning visuals, atmospheric music... the list goes on and on. The question isn't whether employing the six characteristics is inherently bad for a game. Games are, like many other things, a mix of various techniques and components. The real question is, when do they cross the line?
Players often enjoy playing a game, even feel the need to come back to it often. Addiction to a game isn't that evil a thing (as long as it doesn't cross the line). People are addicted to all kinds of things. Like books. Or chocolate. Or sports. No, I believe this line is crossed when players don't just play the game for the game itself, but rather for the artificial satisfaction it gives them. When feeling the urge to play it, they just want to get these rewards. When they aren't able to recall any special memories from the game. Because they didn't really have any. Because the just kept going, going towards the unreachable horizon and forgetting anything else on the road. Always looking for the next reward. And never reflecting on the experience.