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G2 FC

Why Has G2 Esports Set up a Traditional Football Team for the Kings League?

A total of thirty-two teams from around the globe participated in the Kings World Cup Clubs 2025 (Kings League), including G2 Esports and its football team, G2 FC. We spoke to Sabrina Ratih, COO of G2 Esports, about bridging the gap between traditional sports and esports.

Marcel Kleffmann24.06.2025 10:50
Why Has G2 Esports Set up a Traditional Football Team for the Kings League?
Sabrina Ratih, COO of G2 Esports // Kings World Cup Clubs 2025 at Cupra Arena Villepinte on June 01, 2025 in Paris, France. Sabrina Ratih // Manuel Queimadelos / Quality Sport Images / Kings League

G2 FC is a seven-a-side football team formed by the Berlin-based esports organisation, G2 Esports. Following their performance in the inaugural Kings League Germany tournament, G2 FC earned their place at the Kings World Cup Clubs 2025 (KWCC) event in Paris, France, where they competed against 31 other teams from around the globe from 1 to 14 June 2025.

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However, the team did not progress beyond the first stage of the tournament, losing to Ultimate Móstoles (Spain) and Miami 7 (USA). G2's participation in the Kings League Germany aims to "push the boundaries of modern entertainment", bridging the gap between traditional sports and esports. We spoke to Sabrina Ratih, COO of G2 Esports, about the team's participation in the Kings League, the transition from esports to traditional sports, and Germany's position as an esports location.

GamesMarkt: Why did G2 Esports decide to participate in the Kings League Germany / Kings World Cup Clubs?

Sabrina Ratih: "We had been thinking about expanding G2 beyond esports for a while, looking at different options both within and outside of football. Ultimately, we chose the Kings League as our first foray into traditional sports because it's a high-quality product with international appeal, much like us. It also embodies the G2 DNA with its blend of athletic performance and entertainment/streamer engagement. As our fans are spread all over the world, choosing a market was actually challenging for us. Ultimately, football is as much a cultural asset in Germany as G2 is in esports. It therefore made sense to establish ourselves in the country where we have our headquarters and to use this project to further strengthen our presence in the GSA region."

GamesMarkt: What are G2's hopes for the benefits that will come from the bridging of the gap between traditional sports and esports?

Sabrina Ratih: "Over the course of our 10 years working in esports, we have developed a strong grasp of what it means to adopt a consumer-centric approach. We engage with our audience on an equal footing and have worked from the outset to build and strengthen the brand in a way that surpasses the fandom for individual players or teams. We have also repeatedly demonstrated that, in order to be successful in the long term, you must focus equally on two main areas: delivering top-class performance at the highest level of competition, and offering entertainment that binds fans to the brand and makes them feel part of a bigger story. This combination allows us to foster fan loyalty that goes far beyond tournament victories."

"We want to use this expertise to appeal to other target groups who are also looking for the perfect blend of performance and entertainment. This is one of the best opportunities for us to diversify while remaining true to our values." - Sabrina Ratih, COO of G2 Esports

GamesMarkt: Can you point to any trends in esports in general that demonstrate an increasing convergence with traditional sports?

Sabrina Ratih: "In my opinion, it's not so much about bringing traditional sports and esports closer together, but rather about creating new formats that appeal to a digital, young audience, while meeting the demands of sponsors and media platforms (both linear and digital). This explains why formats such as the Kings League are so well received: they are designed and produced with the consumer in mind, showcasing the digital age of sports entertainment. In the broadest sense, this is a combination of sports, gaming and entertainment with a strong focus on live and social aspects, as well as music."

Kings World Cup Clubs 2025 at Cupra Arena Villepinte on June 01, 2025 in Paris, France; Omar Arnau / Quality Sport Images / Kings League
Kings World Cup Clubs 2025 at Cupra Arena Villepinte on June 01, 2025 in Paris, France; Omar Arnau / Quality Sport Images / Kings League

GamesMarkt: What are your hopes for Germany as an esports location?

Sabrina Ratih: "I hope that, in the future, events like IEM Cologne will be just one of many esports events that spring to mind when people think of esports in Germany. IEM Cologne is a flagship event, and we need many more like it. How about hosting the League of Legends World Finals? Apart from that, we need to help esports gain a more prominent presence in the German media by raising the profile of individual players, teams and organisations - not only in terms of performance, but also in terms of the inspiration they provide to the growing target audience. Politically, more incentives must be created to encourage teams and companies in the industry to settle in Germany."


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