I don’t know if there’s much difference between the specifics of what makes something “gacha” vs “blind-box” vs “loot crate” any longer. I guess it all blends together at this point.
I will say that loot crates, as in the Overwatch, BF1, Battlefront II, Forza 7, Shadow of War, Fortnite, etc variety are specifically designed to push our psychological buttons. For example, the actual fanfare and animation associated with opening these newer boxes have literally been designed for maximum effect.
Overwatch’s loot box is a masterpiece of audio-visual design. “It’s all about building the anticipation. When the box is there you’re excited at the possibilities of what could be inside,” says senior game designer Jeremy Craig. Click the ‘Open loot box’ button and the box bursts open, sending four disks into the sky. Their rarity is indicated by coloured streaks to further build the suspense. “Seeing purple or gold you start to think about what specific legendary or epic you’ve unlocked. This all happens so fast, but it was those discrete steps that we felt maximized excitement and anticipation.”
Hearthstone’s opening animation is likewise engineered to trigger anticipation, and also to make the cards desirable objects and to imbue them with a sense of value. From the start it was important that they’d evoke real collectible cards. As Thompson says: “Ripping that foil pack and feeling it give, that moment of excitement that anything’s possible.”
Rather than hitting a button and watching, as you do when opening most loot boxes, from Battlefield 1 to Overwatch, you have to drag a pack over to what Blizzard calls the altar. There’s a brief moment as blue magical power builds, and then, in the case of the classic packs, the cards suddenly burst out in a shower of glitter and gold. With Journey to Un’goro packs, they emerge in a crackle of lightning (which echoes its evolve mechanic), and a shattering of ice in the Knights of the Frozen Throne packs.
The challenge was to design a sequence that would feel special to those opening a single pack while not wearying those opening 50 in a row. “If you buy that many you don’t want to spend half your day opening them, you want to get them open and start building decks and experience the real focus of the game,” says Thompson. “As much ceremony as we want to put into the pack opening, we need to keep it concise.” The sweet spot, it turns out, is about two seconds.
As Overwatch does, Hearthstone indicates the rarity level of the cards you’ll be getting before the cards are actually revealed. Mouse over their backs and you’ll see a colored glow on rare, epic or legendaries. “We don’t immediately flip them, we let player agency take a seat in the sense of controlling what order they flip them in, how they flip them, the time between each flip.”