G2best known for its esports and entertainment content, announced this week that it is launching its own new media outlet called 62 (pronounced “six-two,” according to the agency). The new agency says its mission is to help brands connect with the gaming community by offering rentable tools and content. There are also plans to expand beyond gaming, with Mathieu Lacrouts, formerly of media agency Hurrah, leading the media house.
According to the organization, 62’s goal is to help brands build authentic connections with gamers through creative advertising and content production. There are also plans to eventually expand 62 beyond gaming to a broader entertainment industry. G2 itself is currently celebrating its 10th anniversary and 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 working with brands to create new and authentic experiences for fans across entertainment.” Whether gaming, E -Sports or broader entertainment such as music and sports, we understand what fans and brands deserve and the campaigns we create always aim to highlight brands in this space and surprise and delight fans.”
G2 COO Sabrina Ratih added in a separate statement: “For us at G2, esports has never been just about competition, we know it is the future of entertainment.” Our goal is to create passionate content that captivate viewers and trigger real emotions, and we’re excited to expand that vision further than ever with our new agency 62. With Mathieu at the helm, 62 is in great hands to help brands create the authentic content that G2 has mastered over the last decade.”
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