Pretty interesting to read:
http://xeodesign.com/whyweplaygames.html
http://xeodesign.com/xeodesign_whyweplaygames.pdf
"The 4 Fun Keys create games' four most important emotions:
1. Hard Fun: Fiero - in the moment personal triumph over adversity
2. Easy Fun: Curiosity
3. Serious Fun: Relaxation and excitement
4. People Fun: Amusement
These four main reasons why people play games are how best sellers create more emotions for more captivating play. Each key unlocks a different set of play experiences. Because players alternate between them during a single play session best selling games offer at least three of the 4 Fun Keys."