Esports organisation G2 launches Media House agency 62 for mainstream brands to hire award-winning content team

• G2 unveils its new media house, 62, built to help brands create content and authentically connect with the global esports audience, utilising the organisation's world-class team
• With 62, G2 will lean on its 10 years at the pinnacle of esports and gaming content to create an agency that supports the future of brand activity in the industry and allows brands to hire its award-winning content team
• Marketing and advertising entrepreneur Mathieu Lacrouts will lead as Head of Media House, leveraging his previous experience working with Coca-Cola and Netflix to propel the media house into new industries and territories
• G2 is one of the most successful esports organisations in the world, boasting some of the best partnerships in the industry with leading household brands like Mastercard, Ralph Lauren, Spotify, and Oakley

Berlin, Germany, January 23rd, 2025 – G2, one of the world’s leading entertainment and esports brands, is thrilled to announce the launch of its new media house, 62 (pronounced six-two). Rooted deeply in entertainment, 62 provides mainstream brands with the tools and content that allow them to connect authentically with the global gaming community. Leveraging 10 years of G2’s award-winning experience at the pinnacle of esports and gaming content, 62 supports the future of brand activity in the industry, and offers its expert team-for-hire to share its formula for success.

With a global community of over 3.7 billion gamers¹ online at any given time, the gaming community is inherently digital and deeply intertwined with Internet culture. This community is also one of the most loyal globally in regards to consuming content across social platforms, with gaming video viewers 53% more loyal than YouTube’s other 12 most popular video genres including comedy, cooking, lifestyle, beauty and fashion².

62 will aim to revamp how blue chip brands, IP owners, and publishers entertain gaming fans across the world and create those loyal connections, using the power of creative advertising, media buying, content production, and event management to create unrivalled experiences that it knows fans deserve.

An established creative talent, Mathieu Lacrouts will be leading 62 as the Head of Media House, bringing a decade of experience in the digital marketing space to the company. Lacrouts founded one of the first specialised gaming and esports ad agencies back in 2015, Hurrah, leading its expansion from esports into the broader gaming industry over nine years through collaborations with major brands such as HP, Coca-Cola, and Riot Games. Before Hurrah, he spearheaded the launch of Netflix’s social media presence in France during the brand's global expansion as Head of New Business for Media.Monks Paris.

Lacrout’s vision for 62 aligns with this expansion beyond the realm of esports and gaming, with plans for the media house to become a global leader across the broader entertainment space across the sports, manga, music, motorsports, and tabletop sectors. 62 already boasts existing clients in diverse verticals such as AGON by AOC and Evnia powered by Philips in tech, Manga publisher Ki-oon, Trading Card Game Altered, and recent work includes music production for La Blogotheque, motorsports with BMW M, and Ralph Lauren on their 2024 Wimbledon campaign (during the agency’s conception with internal G2 clients).

Celebrating its 10th anniversary this year and boasting over 40 million fans globally, G2 is renowned not only for being one of the most decorated clubs in the world with over 100 first-place finishes across the last decade but also for creating the world’s best esports content. G2’s unfiltered and innovative approach to content creation and community building has earned the organisation a reputation as one of the most entertaining brands in esports, attracting partnerships with prestigious mainstream brands such as Mastercard, Logitech, Spotify, Ralph Lauren and Red Bull, and winning awards for its approach to brand strategy.

Mathieu Lacrouts, Head of Media House, 62 commented: “Innovation is at the forefront of everything G2 does, and our goal with 62 is parallel to this, working with brands to create new and authentic experiences for fans across the entertainment space. Whether it be across gaming, esports, or wider entertainment like music and sports, we understand what fans and brands deserve, and the campaigns we create always aim to elevate brands within the space and surprise and delight fans. Over the past few months, we’ve been working with a diverse range of clients in tech, music, manga and sports, and are excited to continue building this strong foundation with the incredible talent and creativity we have at 62, combined with the decade of award-winning experience of G2.”

Sabrina Ratih, Chief Operating Officer, G2 commented: “Esports has never just been about competition for us at G2, we know it’s the future of entertainment. Being able to create impassioned content that captivates viewers and triggers genuine emotions is what we strive for, and we’re excited to expand on that vision further than ever before with our new agency 62. With Mathieu at the helm, 62 is in excellent hands to support brands in creating the kind of authentic content that G2 has mastered the art of over the last decade.”

2025 is 10 years of G2. Stay tuned for more announcements throughout the year celebrating the 10th anniversary of the most successful esports organisations in the world, including collaborative merch drops with iconic brands, exclusive event experiences, and more.

¹DFC Intelligence, April 2023

²The Drum, October 2024

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