G2 Esports launches 62, a new media and advertising agency

G2 Esports has unveiled its new media agency 62 (pronounced “six-two”), which aims to help major brands connect with eSports audiences globally. Leveraging the organization’s expertise, 62 will support brands with creative advertising, media buying, content production and event management.

As part of the agency’s offering, companies will be able to engage G2’s content team. This team will be led by Mathieu Lacrouts, the organization’s Head of Media House. Lacrouts brings a decade of digital marketing experience, having worked with Coca-Cola and Netflix. In 2015, Lacrouts also founded the video game and eSports advertising agency Hurrah.

Innovation is at the forefront of everything G2 does, and our goal with 62 parallels this, working with brands to create new and authentic experiences for fans across the entertainment space. Whether it’s across video games, esports, or broader entertainment such as music and sports, we understand what fans and brands deserve, so the campaigns we create always aim to elevate brands within the space and surprise and delight fans.

Mathieu Lacrouts, Head of Media House at 62

62 has already secured clients such as gaming monitor brand AGON by AOC, French manga publisher Ki-oon and collectible card game Altered by Equinox. In the future, 62 aims to go beyond esports and become a media outlet for sports, manga, music, motorsports and board games.

For ten years, G2 has competed in various esports titles and has forged notable partnerships with Mastercard, Spotify and Ralph Lauren, among others. To celebrate its grand tenth anniversary, the organization launched an immersive gallery, G2LLERY, earlier this month. For the organization’s anniversary, G2 has announced “exclusive events,” collections of items and a year-long series of content. Further details about the activities have not yet been revealed.

As for its competitive accomplishments this year, the organization recently secured a spot in February’s Six Invitational, Rainbow Six Siege’s biggest tournament of the season.