Why do many apps (such as Pinduoduo and Taobao) prefer to use gamification methods (like raising pets or planting trees) to boost user engagement and consumption?

Hey, Let's Talk About Why We're Always "Planting Trees and Raising Chickens" in Apps?

Ah, this question hits right where it lives! As someone who once stayed up late every night stealing energy and watering friends' plants just for a few boxes of free mangoes, I'm painfully familiar with these mechanics.

Let's be real: These apps aren't about entertainment. They're carefully designed "psychological traps" that make you willingly open them daily, spend time inside, and eventually spend money.

It's fascinating when broken down:

1. Training You to "Check In" Daily

Ever notice how once you start raising chickens on Pinduoduo or growing trees on Taobao, you can't stop thinking about it?

"Oh no, is my chick hungry?"
"Should I water my tree? Hope friends don't steal my energy!"

Exactly! That's step one: Building muscle memory for opening the app.

Our brains crave instant feedback. Water the tree → it grows a little; feed the chick → get some reward. That tiny dopamine hit creates a micro-habit. Soon, daily check-ins become as automatic as brushing your teeth.

Once they've got you opening the app, the rest is easy.

2. "Since You're Here, Why Not Browse?"

This is the core goal. You open the app to feed your chicken, then a pop-up appears:

"Browse this product for 15 seconds → get 30g of feed!"

So you click. "Huh, this mop looks useful and cheap..." add to cart.

It’s like going to the supermarket for soy sauce, but leaving with a cart full of discounted snacks, yogurt, and toilet paper.

These mini-games are the "soy sauce"—the hook that lures you into the store. Their real purpose? Making you browse countless products while "doing tasks," priming you for impulse buys.

3. "I’ve Invested So Much—Quitting Now Would Be a Waste!"

This is the sunk cost fallacy in action: The more time, effort, or emotion you invest, the harder it is to walk away.

You’ve watered your tree for two months. The free apples are "ripening" in two weeks. Would you quit now? No way! "I’ve come this far—not claiming it would be such a loss!"

App designers exploit this perfectly. A "free" final reward (fruit, tissues, etc.) keeps you investing time. The more you invest, the more trapped you feel.

4. Dragging Friends and Family "Into the Pit"

Ran out of feed or water? The app whispers: "Share with friends! Both get rewards if they help!"

So you spam your WeChat family group.

This move is genius:

For the app: Cheap, effective user acquisition. You advertise for free using your social credibility.
For you: New social interactions—even competing with friends over whose tree grows faster—add fun.

Before you know it, your entire social circle is locked into the app.

To Sum Up

These "pet-raising" or "tree-planting" games aren’t just games. They’re super-powered marketing tools blending:
habit-building, traffic funneling, sunk costs, and social virality.

Through a playful, cute, even "wholesome" facade, they gently push you to:

Show up daily (Build habit)
Dawdle around (Create purchase opportunities)
Never desert (Leverage sunk costs)
Delegate others (Trigger social virality)

The endgame? Boosting platform engagement and GMV (Gross Merchandise Value).

Sure, we users sometimes snag freebies—consider it a fun battle of wits with the platform. But next time you play, remember: You think you're gaming the system, yet you're just another calculated piece on their board. 😉