ABEMA’s Poker Strategy Mastering New Customer Acquisition

This analyzes ABEMA’s strategic marketing approach to acquiring new viewers by establishing poker as a mainstream "mind sport" alongside traditional games like mahjong and shogi. The platform addresses the natural loss of long-term users by identifying distinct customer contexts, ensuring that content appeals to professional players, casual fans, and specific demographics like female competitors. By offering a diverse range of programming—from high-stakes tournaments to celebrity-driven variety shows—ABEMA successfully lowers the entry barrier for newcomers without alienating its core audience. It outlines a four-step growth framework involving the identification of unmet needs, defining specific value, promoting through viral social media, and executing high-quality production. The strategy demonstrates how a brand can maintain market longevity by balancing respect for existing fans with accessible entry points for the untapped public.