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Vladimir_Golovin comments on Experiential Pica - Less Wrong
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Speaking of WoW, I have a very strong suspicion that the Blizzard game design team explicitly knows and uses intermittent / variable-ratio reinforcement schedules to keep the game addictive.
I'm afraid I can't link you, but I've (somewhere) read discussions on precisely that. Most game designers don't know the terminology, but they're intimately familiar with the effect.
I played WoW for a while and got bored with it. I did, however, get a cool 1000 Achievement points, though. ;)