Crane claw machines have existed for more than 20 years. There are all kinds of claw machines on the market. Not only are they necessary items for game halls and video game cities, they are also found in shopping malls, movie theaters, supermarkets, and pedestrian streets. Such a "simple and cute" game device not only will not be eliminated by players who love the new and hate the old, but is also popular with fans of all ages. What is the psychological secret behind this wonderful attraction?
Small-scale addiction caused by dopamine
Don’t underestimate the claw machine. When people drop a few coins on the claw machine, they expect to catch the doll they want. The joy of expectation and excitement is caused by The stimulation provided by the reward circuit in the brain-the process of addiction.
If the doll is successfully caught, the reward circuit will further give the sweet feeling of dopamine, and if it is not caught (in most cases), the level of dopamine will drop to a level lower than normal, bringing a feeling of "disappointment". At this time, in order to re-enhance the experience, people often catch it again and again, and the secretion of dopamine will "intermittently increase" in this repeated process. The process is fascinating, even if you know that the chance of catching a doll is far less than the chance of failing. , It is still difficult to give up the temptation to "do it again".
The more attempts, the greater the sunk cost, and the more difficult it is for people to extricate themselves, and the more people want to take out coins to play more times.
The process of "small-scale addiction" is also a process of intensive consumption of attention resources, and this precisely helps people release stress and regulate emotions, so even adults will not refuse to "catch a few hands" occasionally. Compared with other psychological adjustment methods that require sustained investment, another important reason for the popularity of the claw machine is its "fragmented entertainment" characteristics.
This trait contains several factors: one is "low threshold of economy and time cost", no matter adults or children, no one will mind this expenditure, why not do it; the second is "relaxation in the high environment". "Contact rate", the place where the claw machine is placed is itself a leisure and consumption place. With the corresponding psychological preparation, people are exposed to enough, image and friendly claw machines, plus the current mobile payment Developed, even the trouble of changing coins is saved. "Go grab it" has become a very natural action; the third is "convenience and fun". Although some people specialize in the skill of grasping dolls, they can do without the skills. Play, simple operations and an atmosphere full of innocence and fun further enhance people's participation.
There is another interesting phenomenon with regard to catching dolls: young couples tend to catch dolls more than children and give dolls to each other. Even mature and serious adults are not ashamed to catch dolls and are even willing to socialize. Show the spoils on the Internet.
This is actually a kind of interpersonal interaction driven by a defensive mentality. It is undeniable that the behavior of "grabbing the doll" itself, the process of focusing on grasping the doll, and the images of various dolls are all "cute and cute", and this "cuteness" is precisely to draw the mind in the interpersonal relationship. Invisible weapon of distance. Couples grabbing dolls together convey the feeling of intimacy and innocent attachment to each other while hanging dolls on social networks silently express the gesture of "I am so cute, and my animals and humans are harmless". These transmissions and expressions, whether intentionally or not, are reducing the defenses of others, and at the same time, they also strengthen self-defense. The beauty of it is worth experiencing.
The rise of markets in second, third, and fourth-tier cities
Due to the fierce profitability in the market, the spots in the first-tier cities are now crowded with crane machines from various merchants, just like shared bicycles. As long as there is a lot of people, there will always be one or two crane machines.
Therefore, many entrepreneurial teams are now beginning to deploy market strategies to second-and third-tier cities, centering on the urban market, and then radiating to the theaters and supermarkets in major county cities. Implement the strategy of encircling the cities from the countryside, avoid the fiercely competitive first-tier cities, and go to the second, third, and fourth-tier cities for pioneering.
With the increasing trend of population returning from second-and third-tier cities, the market demand for crane machines is also migrating back. These returning people are the main consumers. They not only bring back a certain amount of cash savings but also bring back the life philosophy that has been cultivated in the big cities. Whether it is the pursuit of light luxury products or the people-friendly claw machine, they have cultivated the habit of consumption.
The prevalence of mobile payments
In order to get more merchants to settle in and join, many manufacturers continue to innovate their technology and develop smart claw machines that subvert the traditional claw machine gameplay mentioned above. These kinds of smart claw machines are the products of the "Internet +" era and have the current lives of people. Habitual characteristics-with the function of mobile payment.
Traditional claw machines that use coins or game coins as the main gameplay have the disadvantage of being out of touch with the times. When mobile payments have not yet emerged, there are not many scenarios where consumers use coins, and game coins are mostly only when there is change. To redeem. This reduces the possibility of a lot of consumption in the first time.
If the original need to exchange coins or game currency to play the claw machine is limited, now with the help of mobile payment, the payment process is simplified, and the use efficiency and transaction frequency are improved.
The fact is the same. The development of mobile payment makes currency exchange no longer necessary, and it also keeps customers who don't have change for the crane machine.
The smart doll machine supports WeChat and Alipay payments. Just use WeChat and scan the QR code on the doll machine to exchange coins, and then you can use any smart doll machine of the same type in the mall. At a time when people are becoming more and more accustomed to cashless consumption, mobile payment currency exchange technology seems to become a standard feature of the crane machine in the future.
At the same time, merchants can use mobile payment to divert offline traffic to the WeChat official account. When renting venues, merchants can use this as a bargaining chip. Consumers who follow the mall or the company's own official account can grab it for free. .
First of all, it must be the user experience. After all, users are food and clothing parents. How could a claw machine with broken claws attract a group of female consumers to watch. The success rate of doll crawling is the most concerning issue for users. The strength of the paw must be set to a profitable balance. Too strong, the success rate is high, and the business loses money; too weak, the success rate is low, and the user experience is not good.
Of course, the appearance of the claw machine should not be sloppy or the same. The theme and color should be able to attract attention at first glance, so as to attract more people to experience it.
As long as the crane machine learns to grasp the hearts of consumers and the opportunities in the future, should it still need to be afraid of market problems?
Contact Person: Miss. Kate Zhang