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Playing hard to get will work in a setting where the dating game is like a hunt, playing hard to get adds a bit of mystery and challenge for the hunter in pursuit of his prey. And to the prey, who is playing hard to get, an affirmation of her attractiveness for the hunter.
Like any game, it will only work when two people wants to play. This assumes, of course, that there already exists a bit of interest from both parties to play, and that there is an interest on a physical and emotional level that the hunter wants to further satisfy. If not, then the game would be a lost cause.
Playing hard to get is not a game that only girls play. Guys can also play hard to get. For some girls the guy who is a bit aloof among the herd chasing her might be intrigued by him and he might be the stand out guy challenging her ego. When the chase is what thrills the both of you, then by all means, play the game and work it in your favor.
But it can backfire as there are people who don't believe in playing the game. Generally, people enjoy the thrill of the chase or being chased, but if you were only faking a busy schedule, or when it can take you days to return a call or an email or a message, you might be sending all the wrong signals to the other party. Instead of conveying the message that you are not 'easy', it becomes a turn off and it will diminish his interest in you. When he doesn't seem to want to take part in the game, playing hard to get will not get you anywhere. In fact, it will reflect immaturity on your part and send an impression of annoyance rather than attract positive feelings.
In summary, we do upon others as we would want them do unto us. If we were the ones who do not appreciate being played in the game called 'hard to get', then we really shouldn't play it on others.
