G2 Esports has revealed its new media house agency 62 (pronounced ‘six-two’), which aims to help mainstream brands authentically connect with the global esports audience.
Leveraging the esports organisation’s experience, 62 will support brands with creative advertising, media buying, content production and event management.
As part of the agency’s offering, companies can hire G2’s content team. This team will be led by Mathieu Lacrouts, the organisation’s Head of Media House. Lacrouts brings a decade of experience in digital marketing, having worked with Coca-Cola and Netflix. In 2015, Lacrouts also founded gaming and esports ad agency Hurrah.
“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,” commented Mathieu Lacrouts, Head of Media House at 62.
“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.”
62 has already acquired clients such as gaming monitor brand AGON by AOC, French manga publisher Ki-oon, and trading card game Altered by Equinox. In the future, 62 aims to grow beyond esports into a media house in sports, manga, music, motorsports, and tabletop.
For ten years, G2 has competed in various esports titles and forged notable partnerships with Mastercard, Spotify, Ralph Lauren, and others. To celebrate its big 10th anniversary, the organisation launched an immersive gallery, G2LLERY, earlier this month.
For the organisation’s anniversary, G2 teased ‘exclusive events’, merchandise collections and a range of content as part of its year-long celebrations. Further details on the activations are yet to be disclosed.
In terms of its competitive achievements this year, the organisation recently secured a place at the Six Invitational in February, the largest tournament of the Rainbow Six Siege season.
