In this episode of The Future of Marketing, host Andres Figueira interviews Tien Ho, Head of Marketing at MOUZ, one of esports' oldest and most successful organizations. MOUZ is pioneering a radical shift in esports marketing by bringing a digital-first industry back to physical reality. While other esports organizations chase global audiences online, MOUZ is building a 22-year legacy brand through hyper-local community engagement, treating their Hamburg headquarters as both a performance facility and a marketing platform. With their team consistently ranking in the top 3-4 globally in Counter-Strike, Tien shares how they're converting the product of winning into sustainable fan loyalty while solving esports' biggest challenge: making parents believe this is a legitimate career path for their children.

• Building physical headquarters as a marketing strategy in a digital industry


• Converting players into viewers in the esports funnel


• Creating hyper-local brand loyalty in a global competitive landscape


• Designing facilities to combat gaming stereotypes and prejudice


• Leveraging prime real estate for organic brand awareness


• Developing talent pipelines through youth camps and community programs


• Transitioning from franchise league systems to tournament circuits


• Executing guerrilla marketing tactics with limited resources