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How effective is gacha in selling merch?



Hello everyone,

This is Syncu Lab!


Syncu Lab vtuber live commerce

<Click for more video>



Two months ago, we launched our

live commerce solution.

Since then, we have created many cases with various teams.

Today, I want to share one of

our research topics with you.



How effective is gacha in selling merch?




Gacha and slot machines are very effective tools

in driving user donate and engagement during live streaming.

But how effective are gacha-like

probability game tools in selling merchandise?

Recently, SyncuLab had the opportunity to investigate this.

In conclusion, gacha tools prompted fans

to purchase merchandise multiple times,

significantly boosting sales.

Here are the results of our analysis.




Introduce live commerce

<KR vtuber, Yunon>



First, let's understand a bit about

how live commerce works.

Syncu Lab's solution helps VTubers easily and enjoyably

sell merchandise during their live streams.

VTubers list their merch on open markets,

and during the streams, purchase information and the

buyer's nickname are displayed on the stream.

Gacha is triggered for each purchase,

providing fans with heartfelt rewards

such as reactions or handwritten letters.




The Effect of Gacha: Repeat Purchases


With gacha, 25% of fans purchased

the same goods more than once.

In contrast, without gacha,

the repeat purchase rate was only 4-6%.


This indicates that over 20% more fans

made multiple purchases because of gacha.

In some cases, fans made up to eight purchases,

influenced by how rare and special the rewards were.

(like handwritten letters or recordings)


This shows that fans' goals in using gacha are

to interact with their favorite VTubers

rather than just monetary gains.




Increased Sales Share of Heavy Users




Previously, heavy users

(those who made two or more purchases) accounted

for only 4-6% of merchandise sales.


However, with the use of gacha,

the share of sales from these users increased significantly.

In streams where gacha was well-utilized,

heavy users accounted for 45% of total sales.


Based on our data, the additional sales effect of

gacha was calculated to be 68%.

Although this is based on limited data,

it highlights the significant impact of

gacha on merchandise sales.




In Conclusion


<Roullette live commerce>




Gacha will continue to be

an effective tool for selling merchandise.

It is particularly impactful for

small to medium-sized VTubers

who are in the growth stage.


These VTubers are likely at a

break-even point with merchandise sales,

and a 68% increase in sales could

push them into profitability.


When offering probability-based games,

legal and platform policies must be considered.

For example, in Korea, offering physical rewards

may lead to legal restrictions.

This is why providing heartfelt rewards

to fans is both efficient and safe.





 


SyncuLab is a company that

helps VTubers sell merchandise efficiently and enjoyably

during their live streams through our live commerce solution.

If you need consultation, please feel free to contact us.



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