G2 Esports Launches Media House Agency 62

G2 Esports has officially launched a new media house agency, 62, designed to bridge the gap between mainstream brands and the global gaming community. The agency aims to provide authentic engagement opportunities for partners by leveraging G2’s internal content creation capabilities and decade of industry experience. The division focuses on creative advertising, media buying, content production, and event management, extending its reach beyond traditional esports into broader entertainment sectors such as music and sports.

The agency is led by Mathieu Lacrouts, an entrepreneur with an extensive background in marketing and advertising, having previously worked with major global brands including Mastercard, Netflix, and Coca-Cola. Under his leadership, 62 has already secured a diverse client roster spanning technology, manga, and trading card games, with notable partners including AGON by AOC, Evnia, Ki-oon, and Altered. The agency’s formation follows successful collaborative projects during its development phase, such as campaigns for BMW M and Ralph Lauren.

This strategic expansion arrives as G2 Esports celebrates its tenth anniversary in 2025. By formalizing its agency services, the organization seeks to capitalize on its established reputation in competitive gaming—which includes teams in League of Legends, Counter-Strike 2, and Valorant—to offer brands a professionalized pathway into the gaming ecosystem. The launch represents a shift toward diversifying revenue streams through specialized agency services that cater to the evolving needs of both global brands and gaming audiences.