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Singles’ Day: Mini games keep shoppers coming back for more on Taobao and JD.com

www.scmp.com

During this year’s Chinese online shopping holiday known as Singles’ Day, e-commerce websites are using digital games — including one in which players can spend hours feeding and dressing virtual cats and making them “popular” — to get people to shop more and lure in their friends

In Taobao’s game, inviting friends to team up is a big part of how users get more coins. Other tasks users can complete to earn more coins include watching a merchant’s live stream, searching for certain product categories, and spending at least 15 seconds browsing a certain brand’s store or a product recommendation page.

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