The reason games work, says Joey Lee, a research assistant professor of Technology and Education at Teacher's College, Columbia University, is that they actively engage players cognitively, emotionally, and socially to keep them motivated to play.

In their paper, "Gamification in Education: What, How, Why Bother?," Lee and his coauthor, Jessica Hammer, point out that games offer a rich and complex environment that demands experimentation, problem-solving and quick thinking. The rules are set and known, the tasks are clear, the rewards are immediate, and the action intensifies as a player gains skill.

Even failure is attractive in the game universe, since players know if they keep trying, they will eventually master the skill or beat the level.