Trading cards used to have a strong impression of being "children's play" or "hobbies for some enthusiasts." However, now, the market is showing explosive growth, transforming into a huge business opportunity that marketers and managers in every industry cannot ignore.
Why does a single "paper card" make people so enthusiastic, and why can it be the strongest weapon for corporate sales promotion and PR in this digital-centric age?
In this article, we will thoroughly explain from the real current situation of the domestic trading card market that has broken through 300 billion yen, to sales promotion effects based on psychology, and surprising success stories in different industries, from the perspective of a sales promotion professional.
The trading card market is currently entering a "golden age" like never before. Behind this are several structural changes that go beyond mere trends.
・Huge power of over 300 billion yen driving the domestic toy market
In fiscal year 2024, the entire domestic toy market recorded a record-high figure of 1.0992 trillion yen. Driving that phenomenal growth powerfully is the "card game/trading card market," which expanded to a scale of 302.4 billion yen, up 107.9% from the previous fiscal year. It is no exaggeration to say that the leading actor in the toy industry is now trading cards.
*Source: Referenced from The Japan Toy Association "FY2024 Domestic Toy Market Size"
・The return of the "hardcore" fans across generations
It is no longer just children who are supporting this market. The "Pokémon Card" and "Yu-Gi-Oh!" generation, who were obsessed with the trading card boom in the 90s, have now become parents with financial power. In addition to the emergence of "parent-child two-generation demand," where they play together with their children, the return to the market of adults who see high-rarity cards as "investment targets" with asset value is a major factor in the overheating of the business market.
・The explosive power of content from Japan recognized by the world
Characters and content originating from Japan are now receiving the highest level of acclaim worldwide. This global brand power is sparking demand from overseas collectors, creating an environment where even domestic-only promotional cards immediately garner attention from around the globe.
・"Real texture" that stands out because it is the digital age
In an age where all content has become digital and shapeless, the physical experience of being able to "pick it up" and "keep it at hand" is being redefined as a fresh and valuable "real experience" for many users including the younger generation.
・Unwavering investment intent in "oshi-katsu" (supporting one's favorite)
The consumption behavior of trading card users is extremely stable. The volume zone for monthly spending is 5,000 yen (equivalent to about one box), and the fact that there is a large segment of people who are willing to spend on their hobbies and their "oshi" (favorite) provides a sense of security for business development.
There is a clear reason why business marketing managers choose the "trading card" method.
・Continuous touchpoints that stimulate overwhelming "collecting desire"
The greatest feature of trading cards is their "must-collect" mechanism, which is almost addictive. By developing them as series or releasing new designs periodically as expansion packs, it is possible to naturally create "continuous touchpoints" where you interact with customers repeatedly instead of ending with a one-time purchase.
・Strong purchase motivation due to "rarity"
Creating a sense of exclusivity like "only now, only here" is a golden rule of sales promotion. Trading cards are products that are very easy to give rarity to, such as "limited quantity," "limited time," as well as "hand-signed" or "serial numbered (one of a few in the world)." This rarity gives users a strong purchase motivation and adds premium value.
・Mechanism for repeaters through "desire to complete"
Humans have a psychological desire to "want to collect things that are not yet collected" (desire to complete). By incorporating randomness (so-called gacha elements), it stimulates the user's desire to collect and strongly encourages voluntary repeat behavior, such as "I'll go to the store again because I can complete it with one more card."
Breadth of business usage scenarios
The range of usage in business scenes is surprisingly diverse.
Starting with distribution as in-store visit incentives, this includes event attendance benefits for exhibitions and live concerts, guiding to websites via QR codes on the back of cards, and even linkage with NFTs (digital cards), making it easy to design initiatives that bridge the physical and digital worlds.
Please discard the assumption that "trading cards belong to game companies." Unexpected "different industries" are the ones making the most interesting use of them now.
Seigaoka Junior & Senior High School has illustrated a total of 40 teachers, producing "Teacher Trading Cards" that put their character to the forefront to use for public relations.
Fostering friendliness through "play"
By converting the topic of school introduction, which can sometimes become stiff, into a form of "play," the psychological hurdles for junior high school students and their parents have been dramatically lowered.
Visualizing the teacher's "personality"
By listing the teacher's hobbies, special skills, and personality on the card, it conveys a "character" beyond their name and face, shortening the psychological distance with students and parents.
The global dating app "Tinder" implemented a campaign in Osaka that turned advice from "Osaka's Obachans" (middle-aged women), who boast overwhelming character, into cards.
"Reverse influencers" creating overwhelming differentiation
By appointing "obachan" (middle-aged ladies) with unique strengths rather than typical flashy influencers, they created a huge buzz on social media.
A reliable conduit from physical to app
By attaching coupons for paid plans to the cards, we design a business flow that reliably connects to app usage rather than ending with just distribution.
Trading cards are no longer just "cards." They are highly sophisticated communication tools that appeal directly to the fundamental human emotions of "the fun of collecting" and "the joy of owning," building deep bonds (engagement) with a brand.
With digital advertising prices soaring and one-way information dissemination becoming harder to reach, why not plan a "single card people want to collect" that users will reach out for and want to keep carefully?
BEEATS CO.,LTD. is a marketing company that polishes the value of "real experiences" between companies and consumers, focusing on the retail sector.
We handle everything consistently from store space and booth design to the production of promotional tools and digital signage, designing experiences that convey the worldview of the brand.
BEEATS has handled numerous promotions tailored to the currents of the times and various targets.
While keeping an eye on the changing values of the market, we hope to work on creating business opportunities with more diverse generations.
Want to incorporate something new into your sales promotion! If so, please contact BEEATS!
Q1. What is the scale of the domestic trading card market?
A1. According to an announcement by The Japan Toy Association, the domestic card game/trading card market in fiscal year 2024 expanded to a scale of 302.4 billion yen, up 107.9% from the previous fiscal year. It has become a major sector driving the growth of the entire toy market (1.0992 trillion yen).
Q2. What are the advantages for companies using trading cards for sales promotion and PR?
A2. A major advantage is that it can create "continuous customer touchpoints" that stimulate the desire to collect, provide "strong purchase motivation" through exclusivity or hand-signed items, and "build a mechanism for repeaters" by using the psychology of wanting to complete a set.
Q3. Can trading cards be used in other industries besides gaming?
A3. Yes, it is possible. It has been used in various industries as a store visit incentive or Web induction measure, such as "Teacher Trading Cards" where teachers are characterized for school PR, and a case where coupon-attached cards were distributed for a dating app promotion.
