Furthermore, another insight be that, our actions are always based on this notion of success / failure, the example that you share, where the player, goes for the ‘wrong’ rewards, is still going for success.
Consider a person who has played, a game 100 times, and in each of the 100 times they played that game, they won, they are so much used to winning that they are bored.
For the first 100 games, the notion of success, always meant winning.
that is,
first 100 games -> success -> win the game

In the 101st game, the person is bored, now, they decide to create a funny clip / a meme, and share it with others, now the notion of success, changes from winning the game to creating a funny clip, that is,
101st game -> success -> create a funny clip

or another scenario could be that, in the 102nd game, the person says that now I would want to give my friend a win (assuming it be a multi player game, and their friend is one of the opponents), so the notion of success, would change from winning a game, to giving friend a win, that is,
102nd game -> success -> give friend a win

but in every game, the person is still going for success, for example, in the 101st game, they would consider the scenario of winning, and not being able to create a funny clip as a failure, that is,
101st game -> failure -> no funny clip, but won

or in the 102nd game, they would consider it a failure, if their friend lost, that is,
102nd game -> failure -> friend lost

In the 103rd game, the person might set the notion of success, to be the first person to get eliminated, and if they survive longer than anyone else, then that would be a failure, that is,
103rd game -> success -> first person to get eliminated

103rd game -> failure -> survived longer than others

but, in the all of the games, the person attempts at success, what they consider as success keeps changing.