The Impact of Mobile Gacha Games on Generation Z Users in China

Shuran Xi

doi:10.54254/2754-1169/2024.GA18956

Research Article

Open access

Published on 26 December 2024

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Xi,S. (2024). The Impact of Mobile Gacha Games on Generation Z Users in China. Advances in Economics, Management and Political Sciences,143,32-39.

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The Impact of Mobile Gacha Games on Generation Z Users in China

Shuran Xi *^,1,

¹ School of Environment, Education and Development, University of Manchester, Manchester, Greater Manchester, M13 9PL, United Kingdom

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/2024.GA18956

Abstract

This study investigates the impact of mobile gacha games on Generation Z users in China, with a focus on user engagement and motivations. The research highlights the growing prevalence of gacha games within China's gaming market, which relies heavily on lottery-like mechanics that encourage time or monetary investment for the acquisition of rare in-game items. Through the analysis of quantitative data, the study highlights the factors contributing to user engagement, such as character attachment, aesthetic resonance, and social interactions, while also exploring the psychological triggers that drive player engagement. The findings reveal that Generation Z players maintain a long-term connection with gacha games due to the excitement of acquiring rare items, character attachment, and cultural resonance. However, the study also identifies that emotional needs, such as alleviating loneliness or seeking social validation, are secondary to the enjoyment derived from gameplay mechanics. These insights offer a comprehensive understanding of the consumer psychology behind mobile gacha games, emphasising the distinct behaviour of Chinese Gen Z players and the impact of mobile gacha games on their gaming experience.

Keywords

Mobile Gacha Game, Generation Z, Player Engagement, Consumer Psychology

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Cite this article

Xi,S. (2024). The Impact of Mobile Gacha Games on Generation Z Users in China. Advances in Economics, Management and Political Sciences,143,32-39.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume title: Proceedings of ICFTBA 2024 Workshop: Finance's Role in the Just Transition

Conference website: https://2024.icftba.org/

ISBN：978-1-83558-835-2(Print) / 978-1-83558-836-9(Online)

Conference date: 4 December 2024

Editor：Ursula Faura-Martínez, Habil. Alina Cristina Nuţă

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.143

ISSN：2754-1169(Print) / 2754-1177(Online)

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