Gashaponomics

This is a quick read about “Gashaponomics”; the origin, the purpose, use cases and My Spectant.

1. The Origin
2. The Purpose
3. Use Cases
4. My Spectant

The Origin

There is a difference between the 1st gashapon and the actual origination of “gashapon” as we know it today. Renowned as the “Father of Gashapon”, Ryuzo Shigeta setup the first of its kind during the 1960s and this including the invention of the plastic ball that we find the collectibles in (TokyoTreat).

The actual reason why “Gashapon” was invented isn’t really that clear; however many sources have mentioned about the same machine founded in the United States of America; selling random colored gum-balls. If to be more on the academic side, it is about providing thrills and excitements to the customers as they do not know what they get – unless after they have inserted and turned the knob.

Gashapon since inception has always been targeting children; though in its early days it only had items such as like random stationaries. Putting that into perspective, receiving random stationaries has its limits in terms of the rewards that is why in 1990s, the types of rewards, machines and target market has been expanded (Gacha). Now you find almost endless opportunities of the things you could collect from Gashapon today.

The Purpose

This is the gashaponomics era.

Gashaponomics is the coming together of the experience a user receives and the taste of that excitement that is felt when not knowing what they will get.

This sensation is applied in many industries; with the intention to create that dopamine factor to the customers. The dopamine is also known as the “feel-good” hormone which excretes that sense of pleasure triggering you to take actions repeatedly as a type of reward (Dopamine).

Now, imagine that sensation is introduced into the gaming, tourism or even the F&B industry. What kind of “addictions” will the customers willingly to pay to constantly feel that pleasure?

Use Cases

With the evolved Gashapon concept, you will find it quite intriguing how it can affect our spending behaviors.

Gaming Industry

To all the gamers, regardless of the platform, you are very familiar with the terms “gacha”. In the games the likes of EA FIFA 24, the “gacha” experience is when you spend fiat money to buy a random booster for a randomized player.

In Genshin Impact, some powerful characters are not easily “gacha” but have to fulfill certain objectives before even having the chance to “gacha”.

Tourism Industry

It may sound very strange but on Agoda (also could be on other traveling websites as well) that when you select the type of accommodation, there is 1 type where it states “Room Assigned on Arrival”. Now; lets pause an imagine that you’ve booked for an unknown room type worth 10,000 THB / 278 USD. Upon your arrival, the hotel receptionist may provide you a room that is either more or equivalent to the price that you have paid for. It is a bargain if you happen to get a suite for only the amount of 10,000 THB.

F&B Industry

If you are familiar with Sukibayashi Jiro, the term omakase should spark right in your head instantly. The terms I’ll leave it up to you (omakase) is similar to the feeling of “gashapon”. You know what the potential items are, here would be you know the name of the menu but you do not know how it will be presented. The dopamine you get when you see the sushi served to you can be the same feeling when you turn that knob on the gashapon machine.

My Spectant

So now you have read the real life use cashes of the “Gashaponomics”; it is safe to say that the excitement and the benefit of the doubt has been cemented firmly into the marketing activations.

Now, lets look it from another perspective. Imagine that this gashonomics is applied to the “financial industry”; what kind of new innovative products and services can be created from this?

Imagine your main bank being Krungsri or SCB, say holding an average of around 3 – 4 products; suddenly the bank reach out to you that you get special experiences that it isn’t listed for the public but is by invitation only. Imagine how much bragging rights that customer will have and not to mention the positive word of mouth they could generate. There is also a tendency that the average product holdings per customer could increase as they would also like to be the “lucky winner”.

The use cases for “gashaponomics” can vary from one to the other. The main key take away is that, it is a marketing initiative but if played it right it will definitely rewrite the customer’s behavior or habits and businesses can monetize from it.

It may sound a little mischievous though, but thats My Spectant.