The Psychology of the Pull: Why Opening Packs Still Feels Magical

It's the same sensation kids felt decades ago when they were opening baseball cards or even stickers, and it’s the same feeling adults chase today in digital gaming and beyond.

Psychologists have been interested for a long time in why humans are so drawn to rewards based on chance. The simple act of tearing open a pack or clicking open in a game engages deep emotional and cognitive processes that make the experience a lot more magical. To understand why, we need to look at how anticipation, uncertainty, and reward systems in the brain work together to create this unique pull.

The joy of opening a pack doesn’t come only from what’s inside but from the anticipation of what could be. Our brains are wired to respond very strongly to uncertainty. Unlike predictable outcomes, uncertain ones tend to engage a part of the brain called the striatum, which is linked to reward processing. This makes the unknown a lot more exciting.

Think about it, when you’re opening a pack of trading cards, you know you’ll get something, but you don’t know if it will be common, rare, or very rare. That uncertainty makes the experience far more engaging than simply buying the item you want outright.

This element of chance also explains the popularity of related experiences for raffles. When it comes to looking for real raffles online, there are platforms where people buy tickets for the chance to win luxury prizes, dream vacations, or even big rewards that tap into the same psychological mechanisms. There are sites that often handpick the top raffle opportunities, making it easier for participants to dream about these life-changing wins. Just like with packs, the anticipation before the result is often as powerful as the outcome itself.

When people open a pack and see something that’s rare, their brain releases dopamine, a neurotransmitter that’s linked to pleasure and motivation. Dopamine makes the win feel good, but more importantly, it motivates us to try again, chasing the possibility of another rare pull.

Interestingly, studies show that dopamine is released not only when we receive a reward but also when we anticipate one. This means the act of simply preparing to open a pack, holding it in your hand, or hovering over the “open” button can trigger feelings of excitement. It’s the build-up as much as the payoff that creates the magic.

This same system is what keeps people engaged with lotteries and raffles. But in the context of collectibles, the stakes are usually smaller, making it a safe and playful way to enjoy the reward loop.

Part of the magic of opening packs comes from the emotional layers we attach to them. Many adults today grew up with trading cards, sticker albums, or even toy surprise eggs. For them, opening a pack isn’t just about the potential prize; it’s about telling a childhood experience that felt pure and joyful.

Nostalgia is very powerful because it connects us to a simpler time in our lives, often tied to friendships, hobbies, or family. Opening packs as adults allows us to tap into those warm memories while still experiencing the thrill of the unknown. It becomes more than just collecting; it’s a way of connecting with our own past.

Another reason packs feel special is that they are rarely a solitary experience. People love to share what they pull, whether it’s showing friends in person, posting videos online, or joining communities dedicated to pack opening.

The rise of social media and streaming platforms has taken this to another level. Entire channels are dedicated to live product openings, where viewers experience the anticipation alongside the host. The moment of reveal is shared, celebrated and sometimes even mourned together.

This communal aspect creates a sense of belonging. Humans are social creatures, and sharing the highs and lows of pack opening makes the experience even more meaningful.

When you combine all these psychological triggers. It’s easy to see why opening packs feels magical. Here are some of the biggest reasons:

- Anticipation – The thrill of not knowing what you’ll get keeps us hooked.

- Reward loops – Dopamine reinforces the excitement, encouraging us to try again.

- Nostalgia – Packs connect us to our cherished childhood memories.

- Surprise – Even a small unexpected win can feel disproportionately joyful.

- Social sharing – Celebrating with others amplifies the experience.

This mix of anticipation, emotion, and reward is hard to replicate in other activities, which is why packs remain so compelling across generations.

Opening packs may seem like a niche today, but it reflects something deeply human: our attraction to chance. From ancient dice games to modern raffles, we’ve always been fascinated by uncertainty and possibility. The human brain craves novelty, and chance-based rewards deliver it in an instant.

That’s why the “pack pull” experience resonates so widely. It’s not just about cards, stickers, or digital loot. It’s about the way chance engages our minds, fuels our imaginations, and makes us feel connected to our past to each other and not to the excitement of possibility.