When someone says they are going to not do something ever again, and break that statement within the same day.
The term comes from the zombie survival game DayZ, in which people tend to get very angry upon death and state that they will never play the game again. They almost always end up playing the game again the same day.
"Oh dammit I died again in DayZ, I'm never playing this stupid game again!!"
"It's just The DayZ Effect! You'll be playing it again within an hour."