Hello! I'm your financial journalist and economic analyst friend. Today, we're going to discuss a phenomenon that may seem niche but actually hides profound business logic and changes in social psychology—the so-called "romantic companionship services" within script-based games.
The recent news about a 16-year-old girl in Shanghai who spent 170,000 yuan over two years, accumulating 100,000 yuan in debt, and repeatedly playing the same script 50 times shocked everyone. Many people's first reaction was, "Is this girl crazy?" or "Is this an example of impulsive spending by a minor?"
But if you only look at the surface, you miss the emerging "emotional economy" behind it, which is worth hundreds of billions of yuan. This isn't just about a few young people losing control of their spending; it's the rise of a new business model that turns "intimate relationships" into standardizable, repurchaseable commodities.
Let me break down this phenomenon into five key points in plain language to help you understand the intricacies.
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1. The product has changed: from "playing stories" to "buying a boyfriend"
In the past, when people played script-based games, what did they buy? The "story experience." You spent a few hundred yuan, put on costumes, followed the script, and spent a few hours either solving a mystery or experiencing a storyline. The host (DM) was a tool, responsible for advancing the plot, and you had no personal relationship with them after the game ended.
Now, what the "romantic companionship services" sell is an "exclusive relationship." In this model, the script is just a shell; the real focus is on the DM or the non-player character (NPC). They are no longer just hosts; they become your "husband," "boyfriend," or "exclusive lover."
- Enhanced interaction: Instead of just reading lines, there are hand-holding, affectionate gestures, hugs, and even up to 6-10 hours of immersive one-on-one interaction.
- Fixed roles: Players don't buy a script; they buy the specific role played by that person.
- Changed consumption structure: You used to pay for the ticket; now you pay for a "deposit to secure the session," the script itself, the cost of makeup, and tips. An average player might spend a few hundred yuan, while more frequent users (referred to as "romantic companions" in the industry) can spend nearly a thousand yuan per session, amounting to over 70,000 yuan a year.
In simple terms, it's like going from a cinema to a private theater where the actor performs only for you.
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2. Why would someone want to "buy love?" Because reality is too exhausting, and here it's too "sure"
You might ask, what's the point of spending so much money on a fake boyfriend? The answer lies in two words: certainty.
How difficult is real love?
- You have to spend time getting to know someone.
- You have to endure arguments during the getting-to-know-you period.
- You face the risk of rejection.
- The other person might not respond, might use cold violence, or the relationship could end at any time.
- Most importantly, you can't control their emotional responses.
In "romantic companionship services," all these uncertainties are eliminated:
- The relationship is pre-planned: when you start dating, when the climax comes, and when it ends are all determined.
- Immediate feedback: You get a response to everything you say; they have to act on your requests. The feeling of being "noticed" and "favored" is 100% guaranteed.
- No risk: You don't have to worry about failing to win the person's affection or dealing with complex conflicts.
It's like playing a game. Real love is like an "open-world survival mode" full of unknowns and dangers, while these services are like a "single-player story mode" where you can get a perfect outcome and the protagonist's attention just by paying.
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3. The business tactics are sophisticated, similar to those of a brothel
The article uses the term "prosperity brothelization" to describe this phenomenon. It's not a metaphor; it reflects similar business logic.
The core of Japanese brothels isn't alcohol but the "emotional value" and the feeling of being "chosen." The current approach of these services almost replicates this:
- Scarcity marketing: Popular DMs are in high demand, and you have to book months in advance, sometimes paying thousands of yuan just to have them.
- Exclusivity: After the game, the DM contacts you privately, sending flirtatious messages and keeping in touch. This turns a one-time transaction into a long-term relationship. You're not just buying the game; you're buying the anticipation of the next meeting.
- Ranking and upgrading: The service offers a ranking system where more spending leads to better interactions, exclusive sessions, and more personalized services. This creates a cycle where you have to keep spending to maintain the relationship. If you stop, the relationship ends, and the psychological urge to continue spending arises.
In simple terms, businesses are selling the "continuity of intimacy." Every penny you spend is "recharging" this virtual relationship.
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4. The gray area: when "companionship" crosses the line
This is the most concerning aspect. Driven by profit, the boundaries of these services start to blur:
- More private services: Some services offer even more intimate customization, with some establishments having private areas. Although the article says this doesn't equate to prostitution, the risk of crossing the line is present.
- Minors: The case of the 16-year-old girl is a warning. Minors, with their immature minds, are more vulnerable to emotional manipulation and consumer traps.
- Legal and ethical issues: When interactions lack clear boundaries and private spaces are used for intimate activities, it crosses from entertainment to a gray area. Involving minors or explicit sexual suggestions becomes a legal issue.
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5. A macro perspective: we've entered an era of "emotional exchange"
This phenomenon isn't isolated. Look at other examples:
- Boyband live streams: Fans tip to get exclusive interactions with the artists.
- Scenic area NPCs: People pay to have handsome characters hug or take photos with them, buying the feeling of being noticed.
- Idol events: Fans pay for one-on-one chats with idols, buying the feeling of being special to them.
Behind all these are the same underlying logic: the explosion of the "loneliness economy."
Today's young people have more material wealth, but "stable emotional connections" are in short supply.
- Real social interactions are costly, risky, and slow to provide feedback.
- Commercial emotional experiences are low-cost, have clear rules, and provide quick feedback.
As a result, people are increasingly turning to consumption as a substitute for real relationships. They no longer invest time in building complex, messy relationships but instead pay for a "well-designed," perfect, and easily terminable experience.
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Conclusion
The popularity of these services isn't a sign of youth's problems but a reflection of societal changes. It shows how modern individuals, in an atomized society, crave "certainty" in their relationships.
However, as consumers, we need to be aware:
- Real relationships have flaws, require effort, and are uncertain.
- Commodity-based relationships are perfect, priced clearly, and can be returned if unsatisfactory.
- When you get used to buying favoritism and attention with money, you may lose the ability and patience to build genuine connections in reality.
Today's topic: Do you think this trend of buying love is a helpless refuge for young people, or a sign of a decline in emotional skills? Feel free to share your thoughts in the comments.