The Opening and Operation of a Claw Machine House

Pre-Opening Preparation Opening Promotion On-Site Operation

Pre-Opening Preparation

• Create a Comprehensive Customer Experience —— Marine, Terrestrial,
• and Aerial Analysis of Player Characteristics
• Analysis of the Characteristics of the Amusement Industry

Create a Comprehensive Customer Experience —— Marine, Terrestrial, and Aerial

Ground Guidance, Ground Cleanliness and Sanitation, Accurate Application of Floor Stickers Machine Aesthetic Display, Machine Sanitation, Concise Text Descriptions (for Various Stickers) Lighting, Hanging Decorations, POP, LCD Advertisements

Analyze Player Characteristics Based on Customer Group Analysis

1. Child Customers:The characteristic of child customers is that they want to get corresponding rewards immediately after inserting coins. They lack the patience and ability to figure out how the machines work. Therefore, machines that are simple to play, have an attractive appearance, and provide immediate rewards are suitable for them.
2. Adult Customers:Adult users are characterized by their spending power and tend to make random purchases. Therefore, they are less concerned about the value of game coins or in-venue promotions, and care more about whether they are having fun. When they arrive at the store, they will choose a package, then find a machine to play on their own. If they get bored with one machine, they will switch to another, and keep playing until they run out of game coins. If they still haven’t had enough fun, they will buy more coins to continue playing.
3. Heavy Users:This group has a need for social interaction, showing off, and gaining others' recognition and envious glances. They regard claw machine gaming as part of their lives and attach great importance to the sense of ritual in the consumption process.

Analysis of Consumption Patterns

• Location, Location, Location Location determines everything. Venues also have their "C-position".
• Weekends and holidays In holiday economy, the store with more engaging machines will create a crowd-gathering effect. At this time, increasing the number of P-positions can directly solve the problem of immediate profitability.
• Players are fond of small gains and unwilling to invest too much time in playing. They will play longer if it’s easy to get rewards, if the experience is good, or if the participation level is high.
• Equipment, ambiance, and scenarios prioritize aesthetics / focus on visual appeal The venue environment is noisy, making it hard for everyone to focus on understanding how to play the game. If players cannot quickly understand the game and enjoy the playing experience, they will choose to leave the machine.

Grand Opening Promotion

• Overall Idea of Grand Opening Promotion
• Brand Promotion
• Online Promotion
• Offline Promotion

Overall strategy for opening-up promotion

• Brand Promotion Distribute leaflets in the communities where the target groups reside and near shopping malls. Deploy some machines in the surrounding areas for warm-up activities. Guide users to pay attention to the brand through advertising exposure and promotional activities of offline machines, so as to enhance users' trust in the venue brand.
• Online Promotion Through social media platforms, create brand slogans and content outputs that are rich in brand characteristics to attract the online player group.
• Offline Promotion Leverage offline on-site activities, such as claw machine competitions, to drive foot traffic from surrounding areas with the promotional influence of shopping malls. Convert participants into the brand’s member fans through these activities, laying the groundwork for the pre-sale ahead of the grand opening.
• Pre-sale Promotion Launch intensive promotions and pre-sales before the grand opening. You can plan a soft opening or on-site activities; for on-site activities, you may launch pre-sales of large-value packages, and attract users to purchase game coins with a more favorable coin purchase ratio, so as to meet the expected foot traffic for the grand opening.

Brand Promotion

Deploy machines and advertisements in shopping malls or properties to achieve brand exposure for warm-up purposes. Through advertising exposure at offline venues and the experience of playing on the machines, guide users to pay attention to the brand and enhance their trust in the venue's brand. It is necessary to post QR codes of the player group on the machines to guide users to join the group, where they can share claw machine tips and experience feedback. Respond to user feedback in a timely manner and gradually convert these users into a core user group.

Online Promotion

• Establis h the brand's positioning on the APP, so that customers can perceive the brand's presence.
• Add the venue brand information on social platforms, pay the platform advertising fees, and revise and design various brand-related information on the platforms to acquire more users and traffic.
• Publish content related to the claw machine store on social media platforms (with Douyin as the core). Share the entire journey from venue location selection and brand establishment to dedicated user experience optimization and quality building. Attract more attention and traffic from the player community, then guide them to join the player group for private domain conversion.

Offline Promotion

	Set up promotional spots and deploy both the spots and claw machines in shopping malls. Provide users with trial play experiences through standing signs, display racks, and leaflet distribution. On-site staff will host activities to boost the gaming atmosphere and guide users to join the group chat for traffic conversion.
	Co-host a claw machine competition with shopping malls. This not only boosts foot traffic in the mall but also warms up the brand in advance to achieve brand content exposure. On-site staff will host the event to enhance the gaming atmosphere and guide users to join the group chat for traffic conversion.
	Host a Claw Machine Carnival Day. On the day, users will be offered free claw machine play experiences. At the same time, a claw machine challenge will be held: if participants can catch 20 dolls within 1 hour using 50 US dollars worth of game coins, they can take all the dolls away or exchange them for exquisite gifts. On-site staff will host the event to boost the gaming atmosphere, and guide users to join the group chat and leave reviews to increase brand attention.

On-site Operation

• Event Execution Strategy
• Channel Cooperation Plan
• Membership System Design
• Event Funding Plan
• Traffic Acquisition & Venue Announcement

Event Execution Strategy

Event Material Production	Event Venue Decoration	Event Staff Arrangement	Event Implementation
Production of Event Promotion Posters Creation of Event Promotion Posts Procurement of Event Props Purchase of Stationery Needed for the Event Day Procurement of Daily Necessities	On-site Inspection of the Event Venue Creation of Material Layout Renderings for the Event Venue Production of Materials Based on the Layout Renderings and Initiation of Venue Decoration On-site Construction and Setup of the Event Venue	Planning the Number of Staff Required for the Event Arrangement of Staff Workflow on the Event Day Work Precautions for Staff During the Event	Planning of Event Timeline and Process Ensuring the Event is Held on Schedule Hosting the Event Process and Activating the Atmosphere Team Observing the Level of Event Participation and On-site Conditions Video Shooting During the Event Maintaining Event Order and Safety Arranging Staff to Continue Promoting Around the Venue During the Event to Guide Foot Traffic to Participate

Channel Cooperation Plan

Mall Cooperation	Light Catering Cooperation	Cinema Coopertion
Co-host offline claw machine events with shopping malls, such as offline activities like claw machine competitions and claw machine carnival days.	Users with points at the venue can redeem them for free meal vouchers at light catering stores. Correspondingly, an equivalent value of game coins will be provided to the catering stores as a resource exchange. The catering stores then give these game coins to their customers, creating a flow of foot traffic (to the venue).	Operate the claw machines in cinemas. After users catch dolls, they can redeem them at the claw machine store—10 dolls can be exchanged for one movie ticket. Cinemas can also sell game coins for the store, and any consumption in the cinema will come with game coin vouchers that are only valid for use at the claw machine store, attracting users to visit the store to exchange the vouchers for game coins or movie tickets!

Membership System Design

Claw Machine Newcomer	Newly registered members have no privileges. Members can upgrade to "Claw Machine Expert" after accumulating a recharge of 100 US dollars.
Claw Machine Expert	Enjoy a 5% discount on game coin purchases on weekdays. Members can upgrade to "Claw Machine Enthusiast" after accumulating a recharge of 500 US dollars.
Claw Machine Enthusiast	A master among experts, and a member familiar with the store. Enjoy a 15% discount on game coin purchases on weekdays. Members can upgrade to "Claw Machine Master" after accumulating a recharge of 10,000 US dollars.
Claw Machine Master	Enjoy a 20% discount on game coin purchases on weekdays. Exclusive 30 game coins for players can be claimed on festivals, birthdays, and weekends. The doll recycling price is increased by 1 US dollar, and one gift of your choice can be redeemed with half the usual points every month.

Traffic Acquisition & Venue Announcement

Traffic Acquisition	Traffic acquisition is relatively easy in venue operation, with a focus on "free access" and "participation". For all self-operated business formats, it can be easily achieved by offering an additional 5-10 game coins (or other reasonable incentives) when customers spend a certain amount.
Interact with Players to Enhance the Atmosphere	Announce the joy and send blessings when players win grand prizes Boost the atmosphere through on-site hosting
Audio system, microphone, sweet voice	The sound is a heavenly melody amid the venue's noise
Sound advertisements for discount strength	Time-period package discount announcements Time-period claw machine promotion announcements

Redemption is the essence.

Profit Growth of Entertainment Programs	Everything can be redeemed	The scene atmosphere of the redemption area is prominently highlighted (in terms of color tone, decorative displays, and lighting).
Rich product categories,Cater to all customer groups Affordable prices,Top-ranked best-selling items Cross-industry Alliance	All types of products can be redeemed