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What is Addictive in Internet

Focusing on World of Warcraft (WoW), the most popular massive multiplayer online role playing game (MMORPG), the present article stresses, that, similarly to addictive drugs, certain features of Internet applications may act on the mesolimbic dopaminergic system, and thus become addictive. Regarding their addictive potential, the properties of the Internet technology can be discussed regarding two aspects: (a) accessibility/facility of use, and (b) rapidity of action. The addictive properties of WoW have probably been facilitated by the last technological developments, rendering the game more accessible, and permitting very strong time correlations between potentially addictive stimuli and the reinforced cognitions and behaviors.