Games often fall into the trap of optimizing for addictiveness which is not quite the same thing as pleasure. Jonathan Blow has talked about this and I think there is a lot of merit in his arguments:

He clarified, "I’m not saying [rewards are] bad, I’m saying you can divide them into two categories – some are like foods that are naturally beneficial and can increase your life, but some are like drugs."

Continued Blow, "As game designers, we don’t know how to make food, so we resort to drugs all the time. It shows in the discontent at the state of games – Radosh wanted food, but Halo 3 was just giving him cheap drugs."

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Blow believes that according to WoW, the game's rules are its meaning of life. "The meaning of life in WoW is you’re some schmo that doesn’t have anything better to do than sit around pressing a button and killing imaginary monsters," he explained. "It doesn’t matter if you’re smart or how adept you are, it’s just how much time you sink in. You don’t need to do anything exceptional, you just need to run the treadmill like everyone else."

I work in the games industry and I see this pattern at work a lot from many designers.