The prominent esports organization G2 Esports has hired its first head of media house in a bid to capture a larger share of brands’ marketing budgets.
G2 has been winning championships in games from “Counter-Strike” to “Rainbow Six Siege” since 2014, and already enjoys sponsorships from a smorgasbord of non-endemic brands such as Ralph Lauren and Mastercard. The company’s appointment of marketing agency veteran Mathieu Lacrouts to a leadership position reflects its goal to move beyond esports and position itself as an all-purpose marketing agency for brands looking to tap into youth culture.
“We hate when we are squeezed into boxes, and we don’t just want to be seen as an esports org, or as a gaming brand, or whatever. We always have the urge to be more, and we believe we have the secret sauce on how we can tell stories way outside of esports,” said G2 COO Sabrina Ratih. “There is one thing that we feel is maybe missing, and that is an in-depth media and advertising understanding, to really 100 percent understand how brands think.”
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
The original post is at Marketing Archives – Digiday
Leave a Reply