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

Lessons For Consumer Marketers:

Recognize Undervalued Audience Demographics with Clear Characteristics

Traditional brands are missing a massive opportunity in esports, where 90-95% of audiences are men aged 18-35 – a demographic that needs everything from razors to deodorant to shampoo. Unlike traditional sports with diverse audiences, esports offers precise demographic targeting that should attract FMCG brands, automotive companies, and lifestyle brands seeking male consumers.

Transform Interactive Features into Multiple Brand Touchpoints

While traditional TV offers 2-3 advertising opportunities (commercials and lower thirds), streaming broadcasts provide 10-20 brand integration points. The real-time chat functionality, interactive elements, and extended broadcast formats create more engagement opportunities than traditional media, allowing brands to integrate naturally throughout the viewing experience rather than interrupting it.

Build Community Through Consistent Cultural Standards

FISSURE transformed the notoriously toxic Dota community into a respectful environment by actively engaging rather than just moderating. Their community managers participate in conversations, explain viewpoints, and maintain cultural standards. This approach converted passive viewers into paying subscribers who support the brand financially despite free content access.

Prioritize Authentic Engagement Over Advertising Volume

The audience migration from Twitch to Kick was driven by advertising fatigue – viewers explicitly appreciated fewer ads. This demonstrates that community-focused platforms can win by prioritizing user experience over advertising density. Brands should focus on meaningful integrations rather than overwhelming audiences with promotional messages.

Invest Budget Aggressively Rather Than Conservative Saving

Alexei’s core advice for CMOs entering esports is to “spend everything” rather than saving budget. In emerging markets like esports, aggressive investment in partnerships, community building, and platform presence creates competitive advantages that conservative approaches cannot match.

Leverage Platform Exclusivity for Focused Community Building

Rather than streaming across multiple platforms simultaneously, FISSURE chose Kick exclusivity to concentrate their community-building efforts. This focused approach allows for deeper platform integration and stronger audience relationships, even if it means sacrificing some reach for engagement quality.