About 30% Have Experienced "Love Games" | Conversely, About 20% Have Experienced "Cooling Off Due to Games" Caused by "Forced Behavior" or "Provoking Jealousy" (Happy Mail Survey)

i-BEC Inc. (Headquarters: Fukuoka City, Fukuoka Prefecture), which operates "Happy Mail" (Happy), a dating and romance matching app/service with a cumulative membership of 35 million (*1), conducted an online survey on "love games" targeting 200 adults who have dating experience.

*1: As of June 2024

This survey compiled responses regarding:

● Experience with love games

● Experience of cooling off due to games

● Actual love games played

● Reasons for cooling off due to games

This release clarifies the reality of "love games" and the difference between cases that lead to a good impression and those that backfire.

Detailed survey results and chart materials are available for citation in news and article production on the following page:

▼ Special Survey Results Page

https://happymail.co.jp/happylife/koikatsu/love-games/

1. About 30% Have Experienced Love Games

When asked, "Have you ever played love games?" among 200 adults with dating experience, 25 men and 29 women answered "yes."

On the other hand, about 70% of both men and women answered "no," indicating that many people are in "relationships without relying on games."

[Breakdown (Number of people)]

<Men>

● Yes: 25 people

● No: 75 people

<Women>

● Yes: 29 people

● No: 71 people

2. Actual Love Games Played Include "Deliberately Withdrawing," "Making Them Jealous," and "Creating a Gap."

When asked about specific methods used in love games by those who had played them, responses included "suddenly reducing contact," "hinting at the presence of other romantic interests," and "acting sweet only when we meet."

2-1. "Deliberately Withdrawing" as a Game, Not Just Pushing Forward

[Excerpts from Free Responses]

I suddenly stopped contacting them after messaging every day to get their attention. (Male)

I told them they were my type, then ignored them, and they started contacting me. (Female)

First, as a love game, some people practiced "withdrawing" actions, such as "showing affection and then creating some distance."

By suddenly stopping daily contact, it seems to have the effect of making the other person think, "What's going on?"

There's a tendency to stimulate the "desire to chase" by deliberately taking a step back, rather than constantly approaching.

2-2. Provoking "Jealousy" by Hinting at Other Romantic Interests

[Excerpts from Free Responses]

I acted friendly with their same-sex friends. (Male)

I hinted at other men. (Female)

Some people used the tactic of "making the other person feel the presence of other romantic interests."

The survey received responses indicating that people try to elicit a reaction from their partner by interacting closely with friends of the opposite sex or hinting at the presence of another romantic interest.

These actions seem to be used with the aim of strengthening the other person's romantic feelings by stimulating their possessiveness and urgency, such as "I don't want them to be taken by someone else."

2-3. Attracting the Other Person by Creating a "Gap."

[Excerpts from Free Responses]

I pretended not to be interested even though I liked them, or conversely, I was very kind. (Male)

My messages are indifferent, but when we meet, I'm extremely sweet. (Female)

In romance, "gap-type" games were also practiced, showing "differences from the usual."

Some people seem to try to leave a strong impression on the other person by creating a temperature difference, such as "indifferent in messages but kind when we meet."

By showing an unpredictable side, there's a tendency to stimulate interest and excitement like "I want to know more," making them more likely to remember the person.

3. About 20% Have Experienced Cooling Off Due to Games

Next, when asked, "Have you ever cooled off because your partner played games?" among 200 adults, 20 men and 24 women answered "yes."

While about 80% answered "no experience of cooling off," it was confirmed that a certain number of people have experienced their feelings cooling down due to games.

[Breakdown (Number of people)]

<Men>

● Yes: 20 people

● No: 80 people

<Women>

● Yes: 24 people

● No: 76 people

3-1. Reasons for Cooling Off Include "Forced Behavior" and "Provoking Jealousy" (Free Responses)

When asked for reasons by those who answered "yes" to experiencing cooling off due to games, responses included "I could tell they were deliberately trying to get my attention" and "they hinted at other romantic interests."

[Excerpts from Free Responses]

I cooled off because of their many strange actions that were clearly meant to get my attention. (Male)

Their actions to get my attention felt forced, and rather than cute, I felt annoyed. (Female)

I cooled off because they intentionally didn't reply to messages or hinted at the presence of other romantic interests. (Female)

I cooled off because they deliberately hinted at other men or said things to provoke jealousy. (Male)

I lost interest and cooled off because they hinted at other women. (Female)

Excessive attempts to make me jealous ultimately made me cool off. (Female)

The responses indicate that rather than the games themselves, many people feel discomfort from "unnaturalness" and actions that seem to test the other person's reaction.

In particular, actions like "provoking jealousy" and "deliberately delaying replies" may make the other person feel like their feelings are being toyed with.

Survey Results Summary

This survey revealed the following trends:

● About 30% have experienced love games.

● Many people are in relationships "without games."

● Actions practiced include "withdrawing," "making them jealous," and "creating a gap."

● About 20% have experienced cooling off due to games.

● "Forced behavior" and "provoking jealousy" tend to backfire.

This survey found that while love games are not essential, using them incorrectly carries the risk of cooling the other person's feelings.

In particular, "actions that test the other person" and "actions that excessively provoke jealousy" tend to lead to distrust.

Rather than relying too heavily on games, prioritizing trust and natural communication with the other person seems to be an important point for a good relationship.

Detailed survey results and chart materials are available on the special page below.

You can also use them as citation material for news and article production.

▼ Special Survey Results Page

https://happymail.co.jp/happylife/koikatsu/love-games/

[Survey Overview]

Survey Method: Internet survey

Target Audience: Adults with dating experience

Number of Respondents: 100 men, 100 women

Date Conducted: May 8, 2026

Survey Organizer: Happy Mail (Happy) (https://happymail.co.jp/)

Survey Company: i-BEC Inc.

Related Page: https://happymail.co.jp/happylife/koikatsu/love-games/

About Happy Mail (Happy)

Happy Mail (Happy) provides opportunities for encounters as a dating and romance matching app/matching site.

Based on achievements cultivated over more than 25 years of operation, the service has adapted to the times by being available on PCs, smartphones, and apps.

In 2018, when consulted about creating a romance movie themed around encounters from matching, they became involved in film production for the first time in the matching industry.

In 2019, they appointed "Kayo Noro" as an ambassador and produced the web drama "Happy Mail ~Love Story~" based on the real-life experiences of Happy Mail users, aiming to raise awareness of "romance and marriage" through real encounters using apps and the internet.

In 2024, the cumulative membership exceeded 35 million. (As of June 2024).

[Brand Ambassador Appointment History]

2019 Kayo Noro

2020 Kayo Noro

2021 Kayo Noro

2022 Honoka

2023 Honoka

2024 Yukipoyo

2025 Yukipoyo

2026 Yukipoyo

Official Website: https://happymail.co.jp

Comprehensive Page: https://happymail.jp

Supported Devices: Smartphone, PC

Supported Languages: Japanese

Service Region: Japan

Service Start Date: August 2000

Price: Free download

Development and Operation: i-BEC Inc.

App Store: https://itunes.apple.com/jp/app//id521055533?mt=8

Google Play: https://play.google.com/store/apps/details?id=jp.co.i_bec.suteki_happy&hl=ja

We support all men and women who meet through matching apps! YouTube channel sponsored by Happy Mail "Koilabo": https://www.youtube.com/@koilabo.happymail

Happy Mail Official YouTube: https://www.youtube.com/channel/UCjKoGOmdSsroocH3cSiQt1Q

Love and Marriage Trend Information Site Happy Life: https://happymail.co.jp/happylife/