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'Candy Crush is one of those gender-neutral games that has a "moreish" quality that can fit in flexibly around a woman’s life,' says Professor Mark Griffiths, director of the International Gaming Research Unit at Nottingham Trent University.It takes up all your cognitive ability because you have to concentrate on it 100 per cent.'Even when games do not involve money, they introduce players to the principles and excitement of gambling.Small unpredictable rewards lead to highly engaged, repetitive behaviour. The longest I've played for is 12 hours with just a few short breaks in between.In fact, I only usually stop when my i Pad runs out of battery. 'My son Ben, who is at boarding school, can't understand my obsession.I've been known to meet him off a train and rather than give him a hug I've said: "Just a minute Ben, I’m just getting on to the next level!
According to internet dating site, Match.com, around 235,000 people will send messages to potential new love matches today.
'That means you can forget about everything else for a few minutes,' he continues, 'which is appealing to many women - whether you're a stay-at-home mother who has ten minutes to play it in between childcare, or a business executive on her commute.
With more than 400 different stages, each more difficult than the last, and more being added all the time, players never need run out of challenges.
The 44-year-old company director shuffled over to her desk and waited for questions to be fired in her direction. Now we're all competing.'With its twinkly lights, hypnotic music and comic sound effects, it has millions of people in its grip - and, like 2010's Angry Birds, which even numbered David Cameron among its fans, it has become an online sensation.
The real answer was slightly more embarrassing.'My back became strained because I'd been hunched for so long over my i Pad. The extraordinary thing was that almost everyone else in the room admitted they too were addicted.
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"'I'm thinking about it all the time,' says mother-of-one Steph, who lives with partner Martin.