Purchasing merchandise related to favorite IPs is a common behavior among anime and game enthusiasts, and it's also not uncommon among general gamers. For players, buying merchandise is not a substitute for in-game purchases but rather a way to extend their connection to characters and IPs outside of the game. This connection is particularly important for fans of anime and game genres.
Furthermore, for some anime games, merchandise not only materializes virtual characters from the game but also serves as a new content carrier, expanding the entire game IP.
Behind this trend, anime game developers play a significant role. The anime IP derivative industry chain in Japan is often seen as a model for IP derivative studies. In the Chinese market, the closest equivalent in derivative development to Japan's IP derivatives is anime games.
In fact, some anime game developers, leveraging local supply chains and a more precise understanding of their users, have developed unique local characteristics. They have advantages over Japanese IP derivatives in areas such as product variety, creativity, pricing, and purchasing channels.
Under the combined influence of player and developer behaviors, buying merchandise has become a major focus of consumption outside of in-game spending for anime game players. This not only reversely influences the product strategies of anime games but also, based on derivative merchandise and the demographics and behaviors of those purchasing it, has given rise to new cultural phenomena, creating a cycle that promotes player consumption.
Types of Anime Merchandise
Merchandise can be categorized into "hard" and "soft" peripherals (CORE HOBBY and LIGHT HOBBY). Hard peripherals, such as gashapon figures, keychains, models, and figurines, are primarily for collection and display, offering limited practical use but often at a higher price. In contrast, soft peripherals include items with practical uses, like stationery, clothing, keychains, and phone straps, which feature anime characters and are generally more affordable.
Practical merchandise types are often quite satisfying for regular players. Not only are they reasonably priced, but they also offer both aesthetic appeal and functionality. For instance, in the case of the popular game Zenless Zone Zero, new merchandise quickly became available, including Zenless Zone Zero pillows, clothing, and keychains. Each product carries the unique emotions of fans for their favorite anime and games. Everyday items not only reflect a love for the game but also enhance your living space, adding enjoyment to your daily life!
Why Do Anime Game Players Love Buying Merchandise More?
For anime game players, purchasing merchandise has become an important extension of the gaming experience.
On one hand, local anime game merchandise, through innovative forms and content, enhances the connection between players and characters or IPs, providing a fresher experience.
For example, in Arknights, items or products from the game world are materialized, such as the "Pass" acrylic keychain, which serves as an in-game operator's pass. Genshin Impact offers character birthday gift boxes that include letters from characters to the Traveler. Some games, especially those targeted towards female players, create "wedding-themed" merchandise featuring not only character designs but also background elements like colorful windows, arches, or ribbons to evoke a wedding atmosphere.
On the other hand, the availability and diversity of game merchandise have improved, meeting players' demands for "value" from multiple dimensions.
Beyond character appeal, the "value" of merchandise is a key factor in whether players decide to purchase it. This "value" can vary from player to player. For some, the practical use of the product is the most direct form of value. For instance, the sales figures of Zenless Zone Zero phone cases indicate their popularity among players. Therefore, merchandise such as decorative figurines, posters, keychains, and plush toys is highly recognized and valued by players.
Some Merchandise Considered Less Practical by Outsiders May Hold Significant Value for Certain Players.
For some players, merchandise that might seem less practical to outsiders can be quite valuable—such as the Raiden Shogun figure previously released by Genshin Impact. This figure, a virtual prize from an in-game event, was turned into a collectible figure by Genshin Impact. Many players expressed that this exquisitely detailed figure is exactly what they love and seek.
The "Gumi Culture" has also influenced anime game players' merchandise purchases. This culture amplifies the role of merchandise in self-identification and status symbolism among players and has created a new social ecosystem.
Itabag typically refers to bags adorned with badges, dolls, keychains, and other decorations featuring anime characters. These bags are used in social settings and offline environments to showcase one's fandom and express affection for the characters.
Two events significantly popularized Itabags: one was berryq using Disney-themed contents to create bags, which attracted many outside the fandom to follow suit; the other was the popularity of Idolish7 (ES) in the Gumi culture, leading many players to consult about Itabags. This inspired some to create videos about Itabags.
The rise of Itabags has also fostered more social interactions and transactions among players. For example, a Idolish7 player named Yue Qi decorates her Itabag by purchasing ribbons, bead flowers, and making custom badge holders. She prefers to create these herself to match the color, material, and size to the surrounding merchandise and the character's design. This "skill" has led other players to commission custom decorations from her.
With the development of supply chains, brands, and channels, anime game merchandise can also work well with game operations.
Nowadays, it has become common for popular anime game companies to pre-sell badges, standees, keychains, and other merchandise corresponding to game updates. By releasing merchandise during the peak of player excitement for new game versions, companies effectively stimulate players to "buy more."
Players' enthusiasm for merchandise also influences game development strategies.
For instance, in anime games, while the gacha pool flow is affected by factors such as art, character design, and character strength, the sales of game merchandise are more related to character popularity, design, and merchandise aesthetics rather than character strength. There is not always a direct overlap between players who focus on character strength and those who are enthusiastic about buying merchandise.
As a result, in games like Genshin Impact and Arknights, players can find characters with lower strength but excellent designs and character personas. These characters might even be given away to players, allowing them to channel their desire for these characters into purchasing related merchandise. This represents a new approach beyond merely inflating numerical values and stacking storyline content to attract players to spend on gacha pulls.
