G2 takes the internet's favourite question offline with "WHEN DOES G2 PLAY?"

G2 has launched its latest global campaign, “WHEN DOES G2 PLAY?” - turning one of esports most recognisable memes into a real-world rivalry.

No stranger to ruffling a few feathers, G2 will be sending four 3.5-tonne LED trucks through the streets of Paris on Wednesday, July 15th, pulling up outside the headquarters of rival teams Karmine Corp and Team Vitality with a cheeky nod to playful competition, before heading to the Esports World Cup.

Inspired by the online banter, memes and rivalries that define competitive esports, the campaign brings the trash talk out of the comments section and onto the streets, building hype for EWC by putting G2 directly in front of its biggest rivals. What started as an online joke is now impossible to scroll past - or drive past.

Fans got a first peek in Seoul when G2 sent a 20-tonne LED truck across the city, parking outside the headquarters of Korean giants T1 and Gen.G. Designed specifically for Korean audiences, the truck also visited seven iconic locations across Seoul, including Hongdae, Gangnam, Gwanghwamun, Namsan Library and Lotte Tower.

This isn't new territory for G2. Ahead of G2 Gozen's appearance at the Valorant VCT Game Changers Championship in 2022, the organisation turned its hometown of Berlin into a canvas, spray-painting the House of Gozen emblem and G2 logo across the city, including outside rival teams' hotels.

From Berlin to Seoul and now Paris, G2 continues to take esports' biggest rivalries beyond the screen, transforming online memes into real-world moments that get both fans and competitors talking. By bringing competition out of the comments section and onto the streets of the world's biggest esports cities, G2 is building anticipation for its next major showdown at the Esports World Cup.

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