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What keeps a player going through seemingly nearly identical levels?

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There is a certain balance, of too easy/repetitive and a player will get board, and yet a lot of games thrive off of large volumes of very similar content.  Is there a good concept to explain this? Case in Point, most casual games, like match 3 games. or even pinball. Even SMB1 to a certain degree. Where we enjoy expanding our practice of the same type of action/response tests, over and over, with only slight variations if any at all. Its like “Wax on, wax off” or practicing to better yourself. 

But I'm assuming there are …


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