The flip side of intentional gaming is that many things are compelling but not entertaining. You feel driven to complete the level, get the achievement, do the thing. You do not actually like the game (anymore?), but it appeals to your brain chemistry in a way that keeps you going, keeps you coming back.
That was my experience with social media games. The gameplay is usually crap, although you can create your own interesting time management game out of juggling a half-dozen of them. During college, my wife did not really enjoy Civilization II but played many late nights of it because its “just… one… more… turn” gameplay is that compelling. You can get remarkably engrossed and engaged without stopping to think, “But do I really like this?”
I approach this from an Achiever point of view, because treadmills and achievements are often how games keeps people hooked, but it applies to all approaches. In my Explorer guise, I have frequently given games, books, and shows another few hours to “get good” even after recognizing I was not enjoying myself. There is always a steady stream of Killer content to keep you fighting for the top of the hill even after you stopped caring about that hill, and few things activate your brain’s instinctual programming like the illusion of mortal danger mixed with status competitions. Of course, since we come from a species of social primates, huge swaths of society are effectively traps for Socializers, engaging our socializing brain modules while providing no real content, emotional satisfaction, or other recompense.
Our brains evolved in a physical environment. In a digital environment, we are still executing all the adaptations that got us here, even if they no longer provide value or even make much sense.