FENNEL : Market and Competitor Analysis

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Fennel is a Japanese esports organization that manages professional teams across various game titles, including Valorant, Apex Legends, and Super Smash Bros. They generate revenue through sponsorships, as indicated by their contact form specifically mentioning sponsors. Fennel also appears to be involved in event organization and content creation, evidenced by their news section highlighting tournaments and collaborations.

Company : FENNEL

Industry : EsportsGamingEntertainment

Major Markets

Japan

South Korea

United States

Key Competitors

ZETA DIVISION

Crazy Raccoon

DetonatioN Gaming

FENNEL Key Value propositions

Professional Gaming

Esports Team Management

Brand Partnerships

Content Creation

FENNEL Latest news

インターナショナルリーグ出場に向け「FENNEL」が新ロスターを ...

Sep 12, 2023 ... FENNLE公式HP：https://fennel-esports.com/news/. FENNLE公式HP：https://fennel-esports.com/news/team/2232/. Kino. VALORANTのコミュニティシーンを ...

FENNEL SWOT Analysis

Strengths

Established presence in Japanese esportsStrong brand partnerships (Razer)Active in multiple popular game titles

Weaknesses

Primarily focused on the Japanese marketLimited online presence outside of JapanWebsite lacks detailed information on teams and players

Opportunities

Expand into other Asian esports marketsIncrease content creation and streaming activitiesDevelop a dedicated mobile application

Threats

Competition from established global esports organizationsRapidly changing trends in the gaming industryEconomic downturn impacting sponsorship revenue

Top Marketing Strategies for FENNEL

Personalized User Onboarding

This strategy aims to create a smooth and engaging introduction for new users, guiding them through the platform's features and functionalities. This will boost user retention and engagement by providing valuable insights and resources.

Content-Specific Call-to-Action Optimization

This strategy focuses on tailoring call-to-actions to specific content, making them more relevant and persuasive. This will lead to increased conversions by driving users towards desired actions based on their interests.

Leverage User-Generated Content (UGC)

This strategy encourages users to share their experiences and create content related to Fennel, leveraging their enthusiasm and authentic voices. This will enhance brand credibility and generate organic reach through user-driven content.

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FENNEL User Persona

Name:

Haruto Sato

Age :

19

Gender :

Male

Occupation :

University Student

Industry :

Education

Education :

High School Diploma

Preferred platforms

GOALS

To become a professional Valorant player and compete at international tournaments, showcasing his skills and game knowledge
To build a strong online presence and engage with fans through streaming his gameplay and interacting on social media
To find a supportive and talented team to collaborate with, improving his gameplay and achieving competitive success together

Frustrations

Balancing his studies with his passion for gaming, often facing time constraints
Dealing with toxicity and negativity within the gaming community, which can be disheartening and demotivating
Maintaining a consistent streaming schedule and creating engaging content while managing his academic responsibilities

Name:

Sakura Ito

Age :

23

Gender :

Female

Occupation :

Marketing Assistant

Industry :

Marketing and Advertising

Education :

Bachelor's Degree, Marketing

Preferred platforms

GOALS

To discover and engage with new esports teams and players, staying updated on the latest tournaments and events
To find entertaining and relatable esports content creators who share her passion for gaming
To connect with fellow esports enthusiasts online and offline, attending events and building friendships within the community

Frustrations

Missing out on limited-edition merchandise or exclusive fan experiences due to high demand or regional restrictions
Encountering gender-based discrimination or harassment within the gaming community, which can be isolating and discouraging
Struggling to balance her personal interests with her professional life, finding time for both esports and her career aspirations

Name:

Kenji Tanaka

Age :

32

Gender :

Male

Occupation :

Software Engineer

Industry :

Technology

Education :

Master's Degree, Computer Science

Preferred platforms

GOALS

To stay informed about the latest developments in the esports industry, including new games, technologies, and trends
To support his favorite esports teams and players, watching their matches and cheering them on
To engage in discussions and debates about esports strategies and gameplay, sharing his knowledge and insights with others

Frustrations

Dealing with internet lag or technical difficulties during live streams or online tournaments, disrupting his viewing experience
Feeling overwhelmed by the sheer volume of esports content available online, struggling to filter through and find what interests him most
Witnessing unfair or unethical practices within the esports industry, such as cheating or match-fixing, which undermines the integrity of the sport

FENNEL Geographic and Demographic Insights

Geographic Insights: Fennel's primary market is Japan, with a significant user base. South Korea follows, while the US, Brazil, and Germany represent smaller, emerging markets.

Top Countries

Japan
75%
South Korea
10%
United States
5%
Brazil
5%
Germany
5%

Demographic Insights: Fennel's target audience is primarily males aged 18-34. While there's a female audience, it's considerably smaller.

Age Distribution

Gender Distribution

FENNEL Socio-economic Profile

Household and Income Insights: Fennel's audience typically falls within the middle-income bracket and lives in households of 2-4 people.

Educational and Employment Insights: A large portion of Fennel's target users are students or employed full-time, primarily having University or College level education.

Households Size

Income Distribution

Education Level

Employment Status

FENNEL Behavioral Insights

Interest-Based Insights: Fennel's audience are interested in anime, manga, technology, streaming, music, fashion, and food, reflecting broader youth culture trends.

Technology and Social Media Usage: Users primarily engage via YouTube, TikTok, and Instagram. They prefer mobile devices, although desktop usage is significant.

Interests

AnimeMangaTechnologyStreamingMusicFashionFood

Device Breakdown

Social Media Usage

FENNEL Top Competitors

Competitor	Estimated market share	Top domains
ZETA DIVISION	35.2%	Esports, Valorant, Content Creation
Crazy Raccoon	30.5%	Esports, Streaming, Apparel
DetonatioN Gaming	24.3%	Esports, FPS Games, Community

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