G2 Esports appoints Mathieu Lacrouts as Media Director

The European organization G2 Esports has appointed Mathieu Lacrouts as Media Director. In the position, Lacrouts will be responsible for. expanding the organization’s presence outside of the video game and eSports industries.

Lacrouts is no stranger to the world of video games and esports. In 2015 he founded Hurrah.agency, a video game and esports creative marketing agency that closed in July 2023. Alongside Hurrah.agency, Lacrouts founded Hurrah Group, which had three subsidiaries focused on advertising, media buying and content production.

In his position for G2 Esports, Lacrouts will head the organization’s Media House.which provides advertising services and event operations. According to a statement, the division “will have a team of more than 20 professionals by the end of 2025.”

G2 Esports has often created projects outside of its sports operations. In January 2022, the organization entered the music industry with the release of the power metal single “Our Way.” More recently, the organization entered the Prodigy Racing League, a motorsports series with the goal of supporting drivers looking to embark and develop a career in real-world motorsports.

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 unique enabler for brands to make meaningful connections with all types of fans. We don’t limit ourselves to gaming and eSports. From manga and sports to board games, anime, music, movies and more, we offer fans the content they deserve.

Lacrouts, newly appointed Director of Media House at G2 Esports

2024 continues to be a year of new hires for G2 Esports. In April, the organization named Henning Christiansson Commercial Director and Julius Ylänne Esports Director.