Las Vegas, NV (KTNV) -- It's a known fact that smartphone games can be addicting, but when you tie in candy, colors and catchy music, the sweet past time turns to a sour addiction.
Candy Crush Saga, the official name of the game, is simple to play. You swipe the candy in any direction to match and crush three or more of the same pieces.
Millions of people around the world are playing; 45 million play Candy Crush each month.
It's free to download and play. You're given five lives per game and the best part for some, you can pay to purchase additional ones.
With more than 400 levels, some players are indulging on all that candy and draining their wallets.
But the big question: Is a sweet tooth game as addictive as gambling?
"Waiting for the payoff. That's the same thing that happens with gambling," said Dr. Jeffrey Gardere, Touro College of Osteopathic Medicine.
So, who's behind the Candy Crush craze? The British creators of the game are King, and they're said to be making as much as $636,000 a day, which means $231 million per year.
They said women, ages 25-55, are their most loyal customers.