G2, a prominent name in the global esports and entertainment landscape, has unveiled its new media house, 62 (pronounced six-two), aimed at fostering authentic connections between mainstream brands and the expansive gaming community.

Built on a decade of G2’s expertise in esports and gaming content, 62 is positioned to redefine brand engagement within the industry. The media house leverages G2’s award-winning content team to offer professional services that enable brands to engage with gamers on a more meaningful and impactful level. This initiative marks a strategic expansion for G2, utilizing its proven success formula to support the future of brand activities in esports.

Mathieu Lacrouts, a seasoned marketing and advertising entrepreneur, has been appointed as the Head of Media House. Lacrouts brings extensive experience from his previous roles with major brands such as Coca-Cola and Netflix, positioning 62 to extend its reach into new industries and geographic regions. Under his leadership, 62 aims to become a global leader not only in esports but also across broader entertainment sectors including sports, music, motorsports, manga, and tabletop gaming.

62’s services encompass creative advertising, media buying, content production, and event management, all designed to create unparalleled experiences for gaming fans. The media house already collaborates with a diverse array of clients, including tech companies like AGON by AOC and Evnia powered by Philips, manga publisher Ki-oon, trading card game Altered, and notable brands such as BMW M and Ralph Lauren.

G2 itself is celebrating its 10th anniversary this year, boasting a fanbase of over 40 million worldwide and more than 100 first-place finishes in various competitions. The organization is renowned for its innovative approach to content creation and community building, which has attracted partnerships with leading brands like Mastercard, Logitech, Spotify, Ralph Lauren, and Red Bull. These collaborations underscore G2’s reputation as one of the most entertaining and successful esports organizations globally.

As part of its anniversary celebrations, G2 plans to announce a series of initiatives throughout the year, including collaborative merchandise drops with iconic brands and exclusive event experiences, further solidifying its position at the forefront of the esports and entertainment industries.