Starting in 2022, Alexey has been advocating the interests of viewers of the What? Where? When? TV show. Each viewer has a chance to win and earn 100 thousand rubles ($1,400) if their question stumps the experts, with another 200 thousand rubles ($2,800) going to the viewer whose question was deemed the best after each game. In 2023, viewers won a total of about 20 million rubles ($270,000).