Why people find video games so irresistible

London: The secret behind the ever-increasing popularity of video games is that it enables you to act through a different identity and feel better about yourself and your abilities, says new research.

This research was led by Andy Przybylski, visiting research fellow at the University of Essex, the journal Psychological Science reports.

"A game can be more fun when you get the chance to act and be like your ideal self," explained Przybylsk.

The research found that giving players the chance to adopt a new identity during the game and acting through that it - be it a different gender, hero, villain - made them feel better about themselves and less negative.

Worldwide, people devote as many as three billion hours a week to the pastime.