A decade of victories: G2 marks 10 years at the top

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Berlin, October 15, 2025 - G2, one of the world's leading entertainment and esports brands, is celebrating its 10th anniversary today, marking a decade of dominance, creativity, and unforgettable moments.

Founded on October 15, 2015, G2 has grown from a European League of Legends powerhouse into a global entertainment brand, delivering energy, authenticity, and unforgettable moments that have captivated fans worldwide. Over the past decade, G2 has not only dominated the competitive scene but has also shaped esports culture itself. The anniversary celebrations invite fans to reflect on this journey and honour a legacy defined by bold content, fearless banter and a brand voice that has transformed how the world experiences esports.

Building a decade of legacy

Guided by their values of creating fireworks, embracing sportsmanship while striving for excellence, and staying unapologetically raw in their identity, G2 has undoubtedly reshaped esports over the past decade. From 250+ podium finishes and lifting 100+ first-place trophies to growing a worldwide community of more than 30 million fans, G2 has redefined what it means to be an esports organisation, setting new standards for competition and entertainment.

The past decade has seen G2 field rosters that have delivered historic performances on stage. Here’s a few iconic moments from the past 10 years: Winning the 2019 League of Legends Mid-Season Invitational - the only Western team still to do so; G2 CS winning IEM Katowice and IEM Cologne in the same year; becoming the only team to win the Rainbow Six Invitational twice; G2’s all-women VALORANT team Gozen’s triumph as the first-ever VCT Game Changers World Champions in 2022, followed by victories in all three Game Changers stages in 2024; G2’s all-women League of Legends team G2 Hel becoming the only women’s team ever promoted to the League of Legends Liga Nexo division 2, showcasing how providing the same level of support and training to women as to male teams enables them to compete confidently alongside their male counterparts; back-to-back-to-back VCT Americas Champions; and an outstanding 17 LEC titles.

Over the past decade, G2 has built partnerships that redefine what collaboration in gaming can look like. From long-standing alliances with global leaders like Mastercard, Logitech G, Red Bull, AGON by AOC, Herman Miller and Ralph Lauren to bold, culture-shaping activations with Jägermeister, adidas, Oakley, and Spotify. G2 has consistently turned sponsorships into stories. These partnerships have gone far beyond logos on jerseys; they’ve created moments that merge gaming, music, fashion, and lifestyle into a single universe. A few examples of G2’s approach to partnerships: Launching a first-of-its-kind collaboration with iconic luxury brand Ralph Lauren, creating a sold-out limited edition G2 x Herman Miller gaming chair, and launching the Mastercard Gamer Academy to such a success that it came back for a second year and continues to grow.

From legendary rosters to the chaos of unforgettable memes, from packed arenas to the wildest afterparties, G2’s story has always been about one thing: energy. The energy of players chasing greatness, the energy of partners who share a vision for innovation, and above all, the energy of the G2ARMY, whose passion has turned a team into a global movement.

10 Year Anniversary Celebrations

In true Berlin style, G2 is opening a Späti for fans to grab a limited edition G2 GOLD2 Bier, check out exclusive merch and celebrate together. A Späti (late shop) is a typical Berlin local convenience store selling food and drinks, known for being open late. Spätis are more than just a shop, they’re a Berlin cultural icon acting as social hubs with areas to grab a beer, hang out and enjoy the neighbourhood. Opening for one month only, starting on October 15, the G2 Späti pop-up will serve as a celebration hub where fans can step inside and relive iconic moments. To mark the occasion, the pop-up will also be stocked with merchandise and act as the only physical location where fans can grab G2’s very own limited edition beer - GOLD2, giving fans a unique piece of G2 history to take home. Also fun fact, the Späti is owned by Ron Stublla, the G2 FC Team Manager.

The G2 10-year Späti pop-up will run from October 15th until November 14th, at Späti by Sticky21, Turmstr. 47, 10551 Berlin, Germany

Alban Dechelotte, CEO of G2, says, “Ten years ago, G2 started as a bold idea that esports could be more than competition; it could be culture. A decade later, that belief has become a reality. G2 has always been about the perfect mix of competition and storytelling, and none of it would have been possible without our players, staff, partners, and, of course, our incredible fans around the world. Whether you love us or love to hate us, you can’t ignore us, because G2 has always been about writing the best stories in esports.” Alban adds, “Looking ahead, we’re aiming even higher, to become the biggest global brand that sits at the heart of digital-first entertainment at the intersection of esports and sports, and showing the world just how powerful gaming culture really is. Our 10th anniversary celebrations are more than just an opportunity to reflect on our achievements; they’re a way to say thank you to the fans who’ve been with us through it all and to look forward to the next chapter in the G2 story.”

Stay tuned, as the best is yet to come. G2 fans can look forward to an exciting couple of months filled with unforgettable experiences, more to be announced soon.

-ENDS-