G2, best known for its esports and entertainment content, announced this week that it is launching its own new media house called 62 (pronounced “six-two,” according to the agency). By its own description, the new agency’s mission is to help brands connect with the gaming community by offering for-hire tools and content. It also plans to expand beyond gaming, with Mathieu Lacrouts, formerly of media agency Hurrah, leading the media house.
According to the organization, 62’s purpose is to help brands create authentic connections with gamers, by way of creative advertising and content production. It also plans to eventually expand 62 beyond gaming to a broader entertainment vertical. G2 itself is currently celebrating its 10th anniversary, with plans to announce more news and content throughout the year.
Lacrouts said in a statement, “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. 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.”
Sabrina Ratih, G2’s COO, added in a separate statement, “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.”