In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Alexei Bezzubov, Chief Marketing Officer at FISSURE.pro. FISSURE operates as more than just an esports studio - they're a comprehensive tournament operator organizing major events for games like Counter-Strike, Dota, and Mobile Legends. Coming from traditional TV production, Alexei transitioned into esports during Ukraine's 2014 political upheaval, building FISSURE into a platform that reaches the coveted 18-35 male demographic through innovative streaming integrations and authentic community engagement. Their approach demonstrates how esports marketing can deliver superior brand touchpoints compared to traditional broadcast advertising.

• Transitioning from traditional TV production to esports marketing during industry disruption

• Understanding IP rights and licensing restrictions across different gaming publishers

• Building authentic community engagement in traditionally toxic gaming environments

• Leveraging streaming platforms for enhanced brand integration opportunities

• Monetizing free-to-watch tournaments through strategic brand partnerships

• Managing platform transitions from Twitch to Kick while maintaining audience loyalty