The ‘surprise’ element behind the prizes you win can be addicting
⭐️HERE’S WHAT YOU NEED TO KNOW⭐️
Lucky scoops is a chance-based activity online that resembles gambling.
Experts say the videos are appealing because of the aesthetic and the element of surprise.
But they also say overexposure to surprise and unpredictability can develop into a problem in a later age.
Read on to find out how lucky scoops and gambling are connected.⬇️⬇️⬇️
There’s something about lucky scoops videos that are driving kids to watch them over and over again.
Experts say it could be the soothing packaging sound, the cute aesthetic cartoon characters — or something more risky.
Lucky scoops is a recent online shopping trend popularized on TikTok and Instagram Reels.
They are usually ASMR videos of shop owners packing customers’ orders.
But here’s the thing — buyers don’t know what they’re getting until it’s scooped, packaged and sent to them.
And there’s a chance they could end up with something really unique, like specially designed plushies or a limited-edition bag.
Although this kind of thing can be fun, experts say the lucky scoop videos are meant to mimic elements of a casino, and kids should be wary of the addictive nature of the trend.
Screenshots show the various steps of a lucky scoops video. Each colour-coded bead represents a different item category, seen on the left and centre. The shopowner then packs customers’ orders, right, based on the beads they scoop at random. (Image credit: Lucky Star_Kitty/ TikTok)
Why are they so appealing?
Like millions of viewers on social media, 10-year-old Alaina Oommen said lucky scoops videos are “fun” to watch.
The videos follow a certain format.
Shop owners use a small spoon to scoop different kinds of beads from a bowl.
Each colour-coded bead design represents a category of items that the customer will receive.
If customers are lucky, they will get surprise items that are worth more.
When a special bead is drawn, the shop owner rings a bell.
“It’s like a mystery,” said Alaina, who is from Toronto, Ontario.
“It’s fun to see what people get and I like the theme.”
She said she especially likes watching shop owners pack items with Japanese cartoon characters like My Melody and Hello Kitty.
Lucy Lu is a marketing and behavioural science PhD candidate at the University of British Columbia who studies why people purchase certain products.
She said the uncertainty and colourful aesthetics are why people are hooked on lucky scoops videos.
Lu said many viral videos on social media follow a set format, and once viewers get used to the pattern, they are more likely to continue watching the same type of content.
But lucky scoops videos have a unique characteristic that draws viewers in.
“The uncertainty increases your curiosity of wanting to find out what happens in each video,” said the marketing expert.
The surprise component and the cute aesthetics are the reasons why people get hooked into lucky scoops videos, say experts. (Image credit: Momo Gift/ TikTok)
How it’s similar to gambling
Even though watching lucky scoops videos may seem harmless, experts say that the purchasing experience is like gambling.
Mina Hazar is the manager of national provincial programs at YMCA of Greater Toronto and oversees programs such as the Youth Gambling Awareness Program.
She said this chance-based activity is like gambling because the buyer doesn’t know whether the end product will be worth the money.
Many items featured in lucky scoops videos are low-cost products, but on rare occasions, buyers have the chance to get something expensive.
Hazar said kids should know that lucky scoops shops are like casino games: the games are designed in a way that the business earns a profit.
Hazar warned that being exposed to surprise, suspense and unpredictability at a young age can increase the risk of developing a problem later in life.
“You will become more comfortable with uncertainty, and you’ll become more comfortable to make repeated [purchases] to chase rare or high value rewards despite low odds,” said Hazar.
Signs you’ve gone too far
Dr. Shannon Charlebois, a family medicine physician in Ottawa, said many chance-based activities start off innocently enough, but they can turn into a gambling addiction.
A recent survey shows that four per cent of Ontario high school students reported symptoms of low to moderately severe gambling problems, while two per cent reported behaviour consistent with gambling addiction.
Charlebois said there are signs it could be a problem, for example: hiding your smartphone, asking for money more frequently or getting into fights with friends over money.
If you or someone you know is doing this, Charlebois said kids should seek help from trusted adults or a family doctor.
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