Michael Patent founded Culture Group to connect brands with communities, through understanding different cultures of different communities. Their recent work have helped brands try their hands on this very exciting industry; esports. Nike recently partnered with Riot Games for their League of Legends Pro League, and more non-endemic brands have shown interest in the past year. This trend will only continue. On this episode, Michael shared insights into what makes brands relatable for the young generation and how esports can help them win the hearts of the tight-knit communities. If you like this episode and want us to keep doing what we do, support us through our Patreon page so we could continue bringing you quality content and amazing stories from passionate individuals in esports. patreon.com/esportsasia Share your thoughts on the episode down in the comments and don't forget to hit the like button and subscribe to our channel. Reach out to us on LinkedIn, and let's have a chat about this industry that we're all passionate about. Michael Patent cn.linkedin.com/in/mpatent Andi Andana Bangsawan www.linkedin.com/in/andiandana Sabir Ansari www.linkedin.com/in/sabir-ansari-394063101