G2 Esports, the world’s leading entertainment and esports brand, is thrilled to announce the appointment of Mathieu Lacrouts as the Head of Media House. Lacrouts brings a decade of experience, having founded one of the first advertising agencies specialising in gaming and esports. In his new role, he will lead G2 Esports Media House to create impactful brand experiences deeply rooted in entertainment and authentically connect household names to the global gaming community.

In his new role as Head of Media House, Lacrouts will play a pivotal role in expanding G2 Esports content beyond gaming and esports into a vast array of entertainment areas. He will be responsible for nurturing relationships with existing partners and sponsorships, as well as being a key player in leading the growth of the G2 Esports brand and reinforcing the company's unique position in the esports and entertainment industry.

In 2015, at the young age of 25, Lacrouts founded industry pioneering advertising agency, Hurrah, specialising in esports and gaming. Over his nine years as Co-Founder and CEO, he built the small creative agency from two founders to a team of 32, including creating the Hurrah Group which boasted three impressive subsidiaries dedicated to creative advertising, media buying, and content production. He spearheaded the company's expansion from esports into the broader gaming industry, collaborating with major brands like HP, Coca-Cola, Riot Games and other powerhouse games publishers. Before founding Hurrah, Lacrouts was Head of New Business for entertainment agency Media.Monks Paris, where he spearheaded the launch of Netflix’s social media presence in France during the brand's global expansion.

The G2 Esports Media House presents itself as a work-for-hire entertainment powerhouse. Whether it’s for blue-chip brands, rightsholders, or game publishers, it aims to offer a range of advertising services as well as the creation of entertainment products and events. Under Lacrouts' leadership, the division plans to grow to a team of over 20 professionals by the end of 2025, positioning itself as a brand leading in the gaming and broader entertainment space.

Renowned in the industry for its commitment to inclusivity, equality and diversity, G2 has attracted a roster of prestigious partners, boasting collaborations with household names such as Jägermeister, Spotify, Ralph Lauren and Red Bull, further confirming its position as a leader in the esports industry. These principles strongly align with the vision Lacrouts will bring to his new role, showcasing a shared vision to break down innovation barriers for brands looking to tap into the passion of diverse entertainment fandoms across the globe.

Mathieu Lacrouts, newly appointed Head of Media House at G2 Esports, commented: "G2 has always been at the forefront of creating entertaining and authentic content and I'm excited to take this to the next level. Our goal is to become the one-stop facilitator for brands to make meaningful connections with all kinds of fans. We’re not just about gaming and esports. From manga and sports to tabletop games, anime, music, movies, and more, we bring fans the content they deserve.

Sabrina Ratih, Chief Operating Officer at G2 Esports, said: "We are delighted to welcome Mathieu Lacrouts as our new Head of Media House. As a brand, G2 Esports aims to marry all the different entertainment subcultures that fascinate the next generation of consumers and we believe with Mathieu’s experience and innovative approach to content creation as well as brand partnerships we can achieve this. As we continue to push boundaries in the industry, onboarding advertising veterans like Mathieu will be crucial as we continue to expand our reach and create uncharted opportunities for our fans and partners."