Life is like a box of chocolates, you never know what you're going to get.
Whether in Web2 or Web3, blind box gameplay is common in the art market. Pop Mart has carved out a path in the trendy toy circle with blind boxes, and its market value has approached HK$150 billion two months after its listing. But when the heat subsided, a series of shortcomings of blind box gameplay, such as repeated IP, imperfect narrative, and inability to keep consumers enthusiastic, were also exposed. Similarly, there are many blind box gameplays in NFT. How to strike a balance between player surprise and narrative construction is a problem that all project parties need to consider. Now that NFT liquidity is close to exhaustion, it may be a good time to experiment.
In-depth analysis of the consumption logic behind blind box gameplay
Why are these games like collecting Water Margin cards, drawing SSRs, opening boxes, 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.
Whether it is game designers or blind box merchants, they all have a deep understanding of an important principle - using random rewards to attract player participation and cultivate an addictive mentality is one of the most effective strategies.
Humans are born with the instinct to pursue uncertain rewards. The more uncertain they are about what kind of rewards they will get, the more they can stimulate their 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 bigger and more precious 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 full of curiosity and desire for unknown results.
Game designers and blind box merchants take full advantage of this psychological characteristic. By setting up rare and precious props or rewards, they stimulate the desire and competitive psychology of players. The process of unpacking and drawing prizes is itself a kind of stimulation and expectation, and every attempt may bring unexpected surprises. This uncertain reward mechanism traps people in a cycle of pursuit, exploration and expectation, and they continue to invest time and money.
Scarcity principle: the core element of blind box value empowerment
Scarcity makes things valuable. If the blind box materials themselves have no value, then we create value through scarcity.
Blind boxes usually contain some rare or limited edition items, and this scarcity increases consumers' attraction to blind boxes. People tend to believe that rare items have higher value and uniqueness, so they will be motivated to buy blind boxes in the hope of obtaining the rare items in them.
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 act immediately to avoid missing the opportunity to buy. In the sales process, the setting of time limits and quantity limits can trigger consumers' sense of urgency and competitiveness, further promoting sales.
As for how to implement it in practice, this article will not go into further discussion. You can take a look at the common game numerical encyclopedias on the market, which almost cover a series of systematic tutorials from the number of blind boxes to the probability of lottery draws.
Social identity: Use membership system and blind box mechanism to strengthen consensus
Scarce items are often seen as a symbol of social identity. Owning scarce items can increase an individual’s status and sense of identity in a social group. However, our ultimate goal is not to create scarce items, but to create a sense of status identity for consumers.
The consumption pattern of blind boxes is closely related to social recognition and social sharing. By opening blind boxes and sharing the results, consumers can show their consumption experience and the items they have obtained in their social circles, thereby gaining the approval and recognition of others. This kind of social interaction can bring a sense of satisfaction and belonging, while also promoting the spread and popularity of blind boxes.
You see, almost all the top blind box trendy toy IPs at home and abroad have their own blind box social ecosystems. Two years ago, countless cutting-edge platforms claimed to "create a recyclable trendy toy ecosystem" and use extremely complex community ecosystems to create a "value consensus" for their own IPs.
NFT blind box, narrative is the first priority
For blind box NFT projects, narrative is a crucial core element. It is not only to provide a background story or a framework for the virtual world, but also to create an immersive experience for users. Through cleverly constructed storylines, character settings and worldviews, NFT blind box projects can trigger emotional resonance among users and stimulate their imagination and participation.
The narrative design makes each blind box a miniature story, and every opening is an adventure full of expectations and surprises. The narrative clues and secrets behind it, as well as the special elements and interactions hidden in the NFT, provide users with a fun of exploration and discovery. Users can gradually unravel the mystery of the narrative, collect and exchange NFTs of different characters or items, and further understand the development of the story and the world view behind it.
The importance of narrative is also reflected in the long-term sustainability of the project. An attractive and fascinating narrative world can attract more users to participate and maintain their continued attention and engagement. At the same time, by continuously launching new narrative chapters, activities and characters, the project can continuously expand and extend the depth and breadth of the story, providing users with more opportunities for participation and interaction.
Take BOXXER as an example to conduct instantiation analysis
About BOXXER
BOXXER is an innovative project based on the Ethereum blockchain that brings together 10,000 unique NFT artworks. These NFTs are called Boxes, and each Box is unique, with unique characteristics and attributes, and therefore has different rarities. Compared with ordinary NFT blind boxes on the market, BOXXER provides each owner with a personalized narrative experience, allowing them to deeply understand the story of each Box through interaction and exploration. Therefore, the rarity of the Box is not just digital, but also reflected in the story and meaning behind each Box. BOXXER owners no longer just own static digital assets, but are able to have a deeper interaction and emotional connection with the artwork.
Project Mechanism
The core mechanic of the BOXXER project is the creation of unique NFT characters, each represented by a Box avatar. These NFT characters are not only visually unique, but also incorporate rich narrative elements. Through the combination of visual design and narrative depth, BOXXER can present players with amazing uniqueness. Each character has its own unique appearance characteristics and personality, making it artistically and emotionally appealing. These NFT characters are designed not only to meet the needs of players, but also to create a world to interact with them. This uniqueness and narrative depth makes the BOXXER project unique in the NFT field.
Gameplay
The BOXXER project provides players with a unique blind box gameplay that interestingly combines NFT ownership with gaming experience. In this game, players can unlock surprise characters in NFT boxes by minting them. Each character has its own unique story and attributes, adding excitement to the entire gaming experience.
For players, casting NFT boxes is a process full of expectations and surprises. Players can choose different box types, each of which represents different potential rewards and possibilities. Once players cast a box, they can unlock the surprise characters inside. These characters not only have unique appearance characteristics, but also have rich story backgrounds and attributes. Players can gradually understand their stories and backgrounds through interaction and exploration with these characters, adding more fun and depth to the entire game experience.
The blind box gameplay of the BOXXER project not only provides players with an exciting and fun experience, but also brings them true NFT ownership. Each unlocked character becomes a unique asset for the user, which they can display, trade or interact with other players in the game. This combination of NFT ownership makes every decision and action of the user in the game have greater meaning and value.
Member rights system construction
As an NFT community, BOXXER also provides benefits and privileges to community members. In the BOXXER community, members can enjoy a series of exclusive benefits, such as limited edition NFT acquisition and early casting opportunities. Therefore, BOXXER members can obtain the latest NFT characters before other players and have the opportunity to own some unique and rare works. At the same time, BOXXER members can also participate in various activities and decisions in the community. They can exchange experiences with other members, share collections, and participate in the operation and development of the community. The voices and opinions of members will be valued in the community, affecting the direction of the project and future development plans. This sense of participation and interactivity allows members to be more immersed in the atmosphere of the BOXXER community and establish closer ties with other collectors.
The casting of the BOXXER project is one of the important ways for players to obtain Box characters. In order to ensure the smooth progress of casting, BOXXER will communicate the casting time and detailed plan through BOXXER's official website and social media platforms (Twitter/Discord). Players can participate in casting by paying attention to the updates of official media. Before the casting begins, BOXXER will announce the casting time and rules in advance so that players have sufficient preparation time. Players only need to follow the rules and instructions to complete the casting process, and BOXXER will provide necessary support and help. In addition to casting, players can also obtain Box characters through trading and participating in community activities.
Summary
As I write this, I suddenly remember a passage that James Fork (Twitter: @0xJamesXXX) said at the end of June:
As long as you have a community operation that can be on par with the better private board meetings or communities like Shengcaiyoudao in China, it will be easy for your NFT price to reach 1ETH.
The truth is that NFT, as a track that focuses on operations and narratives, greatly tests the storytelling ability and subsequent community operation capabilities of the project side. Especially in the bear market where the NFT market lacks liquidity, this is a good opportunity for construction and experimentation.
Every launch is like sowing a seed, but no one can predict exactly what kind of towering tree this seed will grow into in the future.