Engaging in playful activities, such as playing a musical instrument, learning a language, or performing sports, is a fundamental aspect of human life. We present a quantitative empirical analysis of the engagement dynamics into playful activities. We do so by analyzing the behavior of millions of players of casual video games and discover a scaling law governing the engagement dynamics. This power-law behavior is indicative of a multiplicative (i.e., "happy- get-happier") mechanism of engagement characterized by a set of critical exponents. We also find, depending on the critical exponents, that there is a phase transition between the standard case where all individuals eventually quit the activity and another phase where a finite fraction of individuals never abandon the activity. The behavior that we have uncovered in this work might not be restricted only to human interaction with videogames. Instead, we believe it reflects a more general and profound behavior of how humans become engaged in challenging activities with intrinsic rewards.