Inside Asian Gaming

IAG DEC 2021年12月 亞博匯 106 ALL-IN DIGITAL DIGITAL “BLIND” BOXES A counter-trend to the increasing use of artificial intelligence (AI) and hyper-personalization in product and service offerings is the overwhelming popularity of newly launched “blind” brand boxes. Comprising of a digital and offline component, brands run a digital prize draw, generally through their WeChat mini-program, which customers can enter for a fee. Prizes are issued as digital vouchers to redeem at offline vending machines or in-store, which may include premiumand limited edition products, events tickets, travel packages and F&B prizes. The success of these “blind” boxes lies in the surprise element of the contents. The element of the unknown is immensely attractive, especially to young consumers, who seek excitement and adventure in the purchasing journey, which has become increasingly difficult in the AI driven world, where most options presented to consumers are already predicted or informed by previous preferences and purchasing behavior. The “blind” box mechanism therefore satisfies the psychological needs of the customers, and revenue from “blind” box promotions is forecast to grow sizably in the coming years. Companies use the “blind” box channel to giveaway limited edition collection pieces or one-off experience packages, which has fueled the demand among consumers to collect the “blind” boxes and repurchase in order to complete their collection or obtain the prize they want. Rewarding