Delivering Hyper Addictive Games

The 'Flappy Bird' Phenomenon it is being called.  Now it is being suggested that the idea will soon be used by big marketing companies like Purina and Target. (Good examples at the Adage Link)  In a startup project we looked at exactly this.  Can you create a game that makes a player do 'work', whatever that work may be?  One kind of work is greatly increased engagement.   Just getting the proximity of your eyeballs.   Classical gamification builds in technical game dynamics  Yet everyone know that what really works best is to create a simple, addictive game that everyone wants to play and talk about.   A game meme is all you need. More on Flappy Bird.  The term hyper-addictive has been used several times to describe the game.