G2 Esports Names Mathieu Lacrouts Head of Media House

G2 Esports names Mathieu Lacrouts head of its Media House division. Image credit: G2 Esports

Berlin-based esports organization G2 Esports announced the appointment of Mathieu Lacrouts as head of ita Media House division on Thursday. Lacrouts comes to G2 Esports from the company he founded in 2015—Hurrah—an advertising and marketing agency specializing in gaming and esports. Lacrouts’ appointment also marks the official end of operations for the company he founded:

G2 Esports said in its announcement that Lacrouts’ appointment to this new role represents a “strategic push to expand brand awareness outside of gaming and esports, leveraging his experience to spearhead the media house into exciting new territories.”

In his new role, Lacrouts will be responsible for the company’s existing partnerships and sponsorships, growing the G2 Esports brand, and fostering new relationships in new sectors. G2 Esports hopes to grow to a team of over 20 professionals by the end of 2025 under Lacrouts’ leadership at the division.

While at Hurrah, Lacrouts grew the company from two employees to more than 30, and expanded into gaming with partnerships with major brands such as HP, Coca-Cola, Riot Games, and other games publishers. Before founding Hurrah, Lacrouts served as head of new business for entertainment agency Media.Monks Paris, where he grew Netflix’s social media presence in France during its  global expansion.

“G2 has always been at the forefront of creating entertaining and authentic content and I’m excited to take this to the next level,” said Mathieu Lacrouts, Head of Media House at G2 Esports. “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.”

G2 Esports Media House is described as a “work-for-hire entertainment” division that offers “a range of advertising services as well as the creation of entertainment products and events” to “blue-chip brands, rightsholders, or game publishers.”

Editor’s note: A previous iteration of this story listed Lacrouts’ company as “Hurrah Together” when it is actually called just “Hurrah.” We have corrected the story to reflect that and apologize for the error.