Life is like a box of chocolates, you never know what flavor you’ll get next.
Whether it’s in Web2 or Web3, blind box gameplay is common in the art market. With blind boxes, Pop Mart has made a breakthrough in the trendy toy circle, with a market value of nearly HKD 150 billion just two months after its listing. However, after the hype fades, the shortcomings of blind box gameplay, such as repetitive IP, incomplete narrative, and the inability to maintain consumer enthusiasm, are also exposed. Similarly, blind box gameplay is not uncommon in NFTs. How to strike a balance between player surprise and storytelling is a question that all project parties need to consider. In the current near-exhaustion of NFT liquidity, perhaps it is a good time for experimentation.
An in-depth analysis of the consumer logic behind blind box gameplay
Why are these gameplays, such as collecting Water Margin cards, drawing SSRs, unboxing, and blind boxes, so successful? In fact, they are all variations of gambling and can be seen as typical representatives of legalized gambling in modern society.
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Both game designers and blind box vendors deeply understand an important principle – attracting players to participate and cultivating an addictive mentality through random rewards is one of the most effective strategies.
Human nature has an inherent tendency to pursue uncertain rewards. The more uncertain the reward, the more it can stimulate people’s desires and make it difficult for them to extricate themselves.
This psychological phenomenon can be traced back to the hunting era of ancient humans. In the process of chasing prey, people always hope to capture larger and more valuable prey, because it means more abundant food and better living conditions. This instinct to pursue uncertain rewards is deeply rooted in our genes, making us curious and eager for unknown results.
Game designers and blind box vendors make full use of this psychological characteristic. By setting up rare and valuable props or rewards, they stimulate players’ desires and competitive mentality. The process of unboxing and drawing prizes itself is stimulating and full of anticipation, and each attempt may bring unexpected surprises. This mechanism of uncertain rewards plunges people into a cycle of chasing, exploring, and anticipating, constantly investing time and money.
Principle of scarcity: The core element of blind box value empowerment
Scarcity creates value. If the materials in the blind box itself have no value, we create value through scarcity.
Blind boxes usually contain rare or limited edition items, and this scarcity increases consumers’ attraction to blind boxes. People often believe that rare items have higher value and uniqueness, so they are motivated to buy blind boxes in the hope of obtaining rare items.
On the other hand, time limits or quantity limits are usually set in the blind box mechanism to create a sense of urgency and restriction. This restriction increases the scarcity of blind boxes, prompting consumers to take immediate action to avoid missing out on the opportunity to purchase. In the sales process, setting time limits and quantity limits can trigger consumers’ sense of urgency and competitiveness, further driving sales.
As for how to implement and execute this in practice, this article does not discuss it further. You can take a look at the common game value guidebooks on the market, which almost cover a series of system tutorials from the quantity of blind boxes to the probability of drawing prizes.
Social Identity: Enhancing Consensus through Membership Systems and Blind Box Mechanisms
Scarce items are often seen as symbols of social identity. Owning scarce items can increase an individual’s status and sense of identity within a social group. However, our ultimate goal is not to create scarce products, but to create a sense of status and identity for consumers.
The consumption model of blind boxes is closely related to social identity and social sharing. By opening blind boxes and sharing the results, consumers can showcase their consumption experiences and the items they have obtained within their social circles, thereby gaining the approval and recognition of others. This social interaction can bring satisfaction and a sense of belonging, while also promoting the spread and popularity of blind boxes.
As you can see, almost all the leading blind box collectible IPs, both domestic and international, have their own blind box social ecosystems. Two years ago, numerous emerging platforms claimed to “create a recyclable collectible ecosystem” and used extremely complex community ecosystems to build their own IP’s “consensus of value”.
NFT Blind Boxes: Narrative Comes First
For NFT blind box projects, storytelling is a crucial core element. It is not only about providing a background story or virtual world framework, but also creating an immersive experience for users. Through cleverly constructed storylines, character settings, and worldviews, NFT blind box projects can evoke emotional resonance in users, stimulating their imagination and engagement.
The narrative design turns each blind box into a miniature story, and each opening is an adventure filled with anticipation and surprises. The underlying narrative clues and secrets, as well as the special elements and interactions hidden in the NFTs, provide users with the pleasure of exploration and discovery. Users can gradually unravel the mysteries of the narrative, collect and trade NFTs of different characters or items, and gain a deeper understanding of the development of the story and the underlying worldview.
The importance of storytelling is also reflected in the long-term sustainability of the project. An attractive and captivating narrative world can attract more users to participate and maintain their ongoing attention and engagement. At the same time, by constantly introducing new narrative chapters, activities, and characters, the project can expand and extend the depth and breadth of the story, providing users with more opportunities for participation and interaction.
Instantiation Analysis with BOXXER as an Example
About BOXXER
BOXXER is an innovative project based on the Ethereum blockchain that brings together 10,000 unique NFT artworks. These NFTs, called Boxes, are each one-of-a-kind with unique features and properties, making them rare in different ways. Compared to ordinary NFT blind boxes in the market, BOXXER provides personalized narrative experiences for each owner, allowing them to explore and interact with each Box’s story. Therefore, the rarity of a Box goes beyond its digital nature and lies in the story and meaning behind each individual Box. BOXXER owners no longer just possess static digital assets; they can now engage in deeper interactions and emotional connections with the artworks.
Project Mechanism
The core mechanism of the BOXXER project is to create unique NFT characters, with each character representing a Box incarnation. These NFT characters are not only visually unique but also incorporate rich narrative elements. By combining visual design with narrative depth, BOXXER presents players with stunning uniqueness. Each character has its own distinctive appearance and personality, making it attractive both artistically and emotionally. The design of these NFT characters is not just to satisfy players’ needs, but also to create an interactive world. This uniqueness and narrative depth make the BOXXER project stand out in the field of NFTs.
Gameplay
The BOXXER project offers players a unique blind box-style gameplay that combines NFT ownership with an engaging gaming experience. In this game, players can unlock surprise characters by minting NFT boxes, each with its own unique story and attributes, adding excitement to the overall gaming experience.
For players, minting NFT boxes is a process full of anticipation and surprises. Players can choose different box types, each representing different potential rewards and possibilities. Once players mint a box, they can unlock the surprise characters inside. These characters not only have unique appearances but also rich story backgrounds and attributes. By interacting and exploring with these characters, players gradually learn about their stories and backgrounds, adding more fun and depth to the entire gaming experience.
The blind box-style gameplay of the BOXXER project not only provides players with a stimulating and enjoyable experience but also grants them true ownership of NFTs. Each unlocked character becomes the user’s exclusive asset, which they can showcase, trade, or interact with other players within the game. This combination of NFT ownership adds greater significance and value to every decision and action made by the user in the game.
Building a Membership Benefits System
As an NFT community, BOXXER also provides benefits and privileges to its community members. In the BOXXER community, members can enjoy a series of exclusive benefits, such as the acquisition of limited edition NFTs and early minting opportunities. Therefore, BOXXER members can obtain the latest NFT characters before other players and have the chance to own some unique and rare artworks. At the same time, BOXXER members can participate in various activities and decision-making within the community. They can exchange experiences, share collections, and be involved in the operation and development of the community. The voices and opinions of the members will be valued in the community, influencing the direction and future development plans of the project. This sense of participation and interactivity allows members to immerse themselves more deeply in the atmosphere of the BOXXER community and establish closer connections with other collectors.
The minting process of the BOXXER project is one of the important ways for players to acquire Box characters. To ensure the smooth progress of minting, BOXXER will communicate the time and detailed plans of minting through the official website and social media platforms (Twitter/Discord) of BOXXER. Players can participate in minting by following the updates of the official media. Prior to the start of minting, BOXXER will announce the time and rules of minting in advance, allowing players sufficient preparation time. Players only need to follow the rules and instructions to complete the minting process, and BOXXER will provide necessary support and assistance. In addition to minting, players can also acquire Box characters through trading and participating in community activities.
Summary
As I was writing this, I suddenly remembered a passage written by James Cha (Twitter: @0xJamesXXX) at the end of June:
“If you guys can run a community as well as a good private board of directors or have the ability to make money, it would be easy for your NFT prices to reach 1ETH.”
This statement is not without merit. As a track that emphasizes operations and storytelling, NFTs greatly test the storytelling ability and subsequent community operation capabilities of the project team. Especially in a bear market where NFT market liquidity is insufficient, this is an excellent opportunity for construction and experimentation.
Each launch is like sowing a seed, and no one can predict exactly what kind of towering tree this seed will grow into.
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