It's a new kind of sugar rush – Candy Crush. The online gaming sensation that's hooked millions of fans. But has it hooked some of them a little too much – making them addicts? ABC's Reena Ninan takes a look.
It's become an addiction many are finding hard to break.
"I was hooked right away," said Denise D'Andrea, Candy Crush Addict.
Mary Hilton can't stop playing candy crush. She's so into it she's already on level...
"245 and it's taken me a year to get there," said Mary Hilton, Candy Crush Addict.
It's simple you swipe the candy in any direction to match and crush 3 or more of the same pieces.
45 million people play Candy Crush each month. It's free to download and play...you're given 5 lives per game but you can pay to purchase additional ones. With over 400 levels, some players are indulging on all that candy, and draining their wallets.
"When my husband told me our i-Tunes total, he was like you gotta stop," said D'Andrea.
"Every time you reach a certain level, you get a sense of satisfaction," said Dr. Jeffrey Gardere, Assistant Clinical Professor Touro College of Osteopathic Medicine.
And it's a sweet deal for the British creators of the game...King. They're said to be reeling in as much as $636,000 each day. $231 million per year and they say women, ages 25-55 are their most loyal customers.
"We're listening to music which is very soothing as we're playing it we hear a male voice that's giving us all this positive reinforcement," said Dr. Gardere.
Denise D'Andrea finds it impossible to step away from the game.
"I was on vacation in Cancun and I'd find myself leaving the pool to go back to the room and I would sit there and I'd be playing Candy Crush trying to get to the next level," said D'Andrea.
So is this sweet tooth game...as addictive as gambling??
"Waiting for the payoff, that's the same thing that happens with gambling," said Dr. Gardere.
But the game's creators say 70 percent of their users finish the game without spending a dime.
"I sit here every night, I'm playing Candy Crush, I'm a little addicted to it," said D'Andrea.
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