The most addictive game that I have experienced is Doom II: Hell on Earth. I've pretty much been playing it at least once a year since it came out in 1994.
Diablo 2 was arguably more addicting than World of Warcraft, for one thing because you had to make a whole new character if you wanted to use the same class with a different build.
Honestly, any MMO that you enjoy has the most fiendish potential.
WoW is just the pinnacle of this due to numbers. The fact that they feed off our urge to "keep up with the Joneses" and do one more thing in addition to making us feel we need to get our money's worth is what makes them the devil!
Guitar Hero is the only game I've haven't gotten board of so I'll say that. Ever since I got the second one I've been playing it a little every week on average. (there was one time I stopped for a month but there's also weeks where I play it a few hours a day.) If you're talking about in general then I guess WoW from what I've heard.
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