Interactive Streaming: 10x More Brand Touchpoints Than TV Ads

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. Topics Discussed: 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