I know of a study (I forget where) that tried to change a person's job to mimic the leveling up system of an RPG in order to motivate the employee. I am not sure where to find the conclusion of the study, but this relates to the fun theory.
I have been guilty of playing one level of a video game over and over just to get rewarded with an upgraded sword, making a dozen or so hours of leveling up worth it.
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