. >> reporter: the entertainment software association says in a statement, science, research, and common sense all prove that video games are not addictive. but digital addiction is taken seriously in some parts of the world. asia has hundreds of treatment centers. the world health organization is poised to officially classify gaming disorder in its disease manual. are we late to the party on this? >> yes. i think we are late to the party in this. china has had internet addiction disorder as a diagnosable disorder for a few years now. >> we're not going to be able to help people change their behavior through shame and willpower. >> reporter: software developer gabe zichermann says apps and games are designed to enthrall. he would know. he says he used to earn a living making them that way. >> my work in gamification in particular has been used to make just about everything that people use today more addictive and engaging. >> reporter: how do they do that, exactly? >> every time you challenge yourself to something and then you achieve that thing, your brain secretes a little bit of dopam