This examines the 1990s Japanese social phenomenon of the Barcode Battler, a handheld gaming console that transformed ordinary product barcodes into playable characters. Developed by Epoch, the device succeeded by cleverly repurposing existing societal infrastructure, such as the nationwide spread of convenience stores and standardized JAN codes, into a vast "treasure hunt" for children.

It highlights how the company utilized "lateral thinking with withered technology" to create a low-cost, high-engagement product that didn't require expensive software development. Despite its massive success and cultural impact, the craze eventually faded due to predictable algorithms and social issues involving the defacement of store merchandise.

It presents the Barcode Battler as a masterclass in innovation through constraint, demonstrating how existing resources can be redefined to provide immense value.