G2 Launches New Media Agency 62 with Mathieu Lacrouts as Head

Berlin G2 Esports has announced the launch of its new media agency, 62 - pronounced "Six-Two". 62 will be led by Mathieu Lacrouts as Head of Media House.

The media agency is designed to help brands authentically engage with the global gaming community, arcoring to G2 Esports. Building on G2's decade of experience in gaming and esports content production, 62 (six-two) offers services such as creative advertising, media buying, content production, and event management. The goal is to enable global brands to connect with and retain gaming fans.

62 is led by Mathieu Lacrouts, a seasoned digital marketing expert. Lacrouts co-founded the esports marketing agency Hurrah in 2015, where he collaborated with clients such as HP, Coca-Cola, and Riot Games. Prior to Hurrah, he played a key role in establishing Netflix's social media presence in France. With 62, Lacrouts envisions expanding beyond gaming and esports to include other entertainment sectors, such as manga, music, motorsports, sports, and tabletop games.

62's first clients include AGON by AOC, Philips Evnia, manga publisher Ki-oon, and BMW M, among others.

"Innnovation 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", Lacrouts says. "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."

And Sabrina Ratih, Chief Operating Officer, G2 adds: "Esports has never just been about competition for us at G2, we know it’s the future of entertainment. Being able to create impassioned content that captivates viewers and triggers genuine emotions is what we strive for, and we’re excited to expand on that vision further than ever before with our new agency 62. With Mathieu at the helm, 62 is in excellent hands to support brands in creating the kind of authentic content that G2 has mastered the art of over the last decade."