Not only highly addictive, also highly frustrating. The amount of gems needed to unlock things (pictures, audio, special answers) keeps on increasing! I thought I could focus my free gems on one single character at least, but even that is not possible. You will get so little for free and it will request gems so often that you won't be able to build a stock for when the next time it requests gems. I don't even think you get enough with their VIP pass (10€/month not to get enough...)