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

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.