the loss will get bigger and they want to make money so bad and then they will become addicted.
so it is all about losing not the plesure to win.
Gambling show you the potencial income betting xxx ammount,lets say 1 btc,and you can make 20btc with one single bet,you will try to hit that ammount or the 1.05btc knowing that you can loose the 1btc.These market works a lot with prizes,pot,that make us believe being able to get it,the thing is how much do we have to loose to be able to reach those pot,knowing that you may loose all and get nothing,there is no sure what may happen the same way as loteries,being the huge diference that your ods at gambling are bigger.