G2 Esports Names Mathieu Lacrouts Head of Media House

Key insights

6 takeaways

01
G2 Esports has appointed Mathieu Lacrouts as the new Head of its Media House division to lead a strategic expansion beyond traditional gaming and esports.
02
Lacrouts’ appointment coincides with the official closure of Hurrah, the gaming and esports marketing agency he founded in 2015.
03
The Media House division operates as a work-for-hire entertainment unit, providing advertising services and content creation for blue-chip brands, rightsholders, and game publishers.
04
G2 Esports plans to scale the Media House team to more than 20 professionals by the end of 2025 under Lacrouts' leadership.
05
Lacrouts previously grew his agency, Hurrah, from two employees to over 30, securing partnerships with major entities including HP, Coca-Cola, and Riot Games.
06
The division aims to diversify its reach into sectors such as manga, sports, tabletop games, anime, music, and movies to facilitate brand connections with broader fanbases.

Summary

G2 Esports has appointed Mathieu Lacrouts as the new head of its Media House division, a strategic move aimed at broadening the organization’s brand reach beyond traditional gaming and esports. This appointment coincides with the closure of Hurrah, the specialized gaming and esports marketing agency Lacrouts founded in 2015. By integrating his expertise into the Berlin-based organization, G2 Esports intends to leverage the Media House division to foster deeper connections with fans across diverse entertainment sectors, including music, film, anime, and tabletop gaming.

In his new capacity, Lacrouts will oversee existing partnerships and sponsorships while actively pursuing new business relationships. The organization has set a growth target to expand the Media House team to more than 20 professionals by the end of 2025. The division functions as a work-for-hire entertainment entity, providing advertising services and producing content for blue-chip brands, rights holders, and game publishers.

Lacrouts brings significant industry experience to the role, having previously grown Hurrah from a two-person startup to a firm with over 30 employees, securing partnerships with major entities such as HP, Coca-Cola, and Riot Games. His background also includes a tenure as head of new business for Media.Monks Paris, where he managed social media expansion for Netflix in France. This leadership transition reflects G2 Esports' broader ambition to evolve into a comprehensive facilitator for brands seeking authentic engagement with a wide spectrum of fan communities.