A whole case study can be done on this game, because it’s unusually compelling in an organic way. It’s a nice, short activity that happens once a day, much like drinking a cup of coffee. It’s social in the sense that everybody is trying to guess the same word and you can share the results with emoji’s without spoiling it for others. It requires some minor deductive skills and since everybody is familiar with the English language, you have a decent starting point for what it might be.

The fact that it only happens once a day is interesting because it adds a sense of scarcity and accomplishment. I’m not saying it should or that such an emotion is a good thing, but just how most human brains respond to the game, the same way one’s heart tends to quicken near a cliff.