G2, one of the world’s leading entertainment and esports brands, has announced the launch of its new media house, 62 (pronounced six-two).
62, will be rooted in entertainment, providing mainstream brands with the tools and content that allows them to connect authentically with the global gaming community.
Leveraging ten years of G2’s experience 62 supports the future of brand activity in the industry and offers its expert team-for-hire to share its formula for success.
62 will aim to revamp how blue-chip brands, IP owners and publishers entertain gaming fans across the world and create connections, using the power of creative advertising, media buying, content production and event management to create experiences that fans deserve.
Mathieu Lacrouts, who founded one of the first specialised gaming and esports ad agencies Hurrah in 2015, will be leading 62 as the head of media house.
Lacrouts said:“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.”
62 already boasts existing clients such as AGON by AOC, Evnia powered by Philips in tech, Manga publisher Ki-oon and more.
Sabrina Ratih, chief operating officer, G2, said: “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.”
