German esports organization G2 Esports announced the launch of a new media house agency called 62 (pronounced “six-two”). The goal of this new division within the company is to connect mainstream brands in an authentic way with the global gaming community. Utilizing G2’s content creation team, 62 will be led by marketing and advertising entrepreneur Mathieu Lacrouts, who has worked closely with such brands as Mastercard, Ralph Lauren, Spotify, and Oakley, Coca-Cola, and Netflix, among others, through his company 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,” said Mathieu Lacrouts, head of 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. Over the past few months, we’ve been working with a diverse range of clients in tech, music, manga and sports, and are excited to continue building this strong foundation with the incredible talent and creativity we have at 62, combined with the decade of award-winning experience of G2.”
These connections will be made through “creative advertising, media buying, content production, and event management” aimed at fans throughout the world, according to the announcement.
62 has already lined up a number of clients including AGON by AOC, Evnia powered by Philips, Manga publisher Ki-oon, trading card game Altered. Recently it concluded work such as music production for La Blogotheque, motorsports with BMW M, and Ralph Lauren’s 2024 Wimbledon campaign (during the agency’s conception with internal G2 clients).
G2 esports, which celebrates its 10-year anniversary in 2025, filed professional esports teams in League of LEgends, Counter-Strike 2, Rainbow Six Siege, Valorant, eNASCAR, Call of Duty League (through Minnesota ROKKR), and several Game changers teams that support women and marginalized genders.