European esports organisation G2 Esports has named Mathieu Lacrouts as its Head of Media House.
In the role, Lacrouts will be responsible for expanding the organisation’s presence outside of the gaming and esports industries.
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Lacrouts is no stranger to the world of gaming and esports. In 2015, he founded Hurrah.agency, an esports and gaming creative marketing agency which closed in July 2023. Alongside Hurrah.agency, Lacrouts founded the Hurrah Group which featured three subsidiaries focusing on advertising, media buying, and content production.
In his role for G2 Esports, Lacrouts will lead the organisation’s Media House which offers advertising services and event operations. According to a release, the division will ‘grow to a team of over 20 professionals by the end of 2025.’
G2 Esports has often created projects outside of its esports operations. In January 2022, the organisation expanded into the music industry with the release of power metal single ‘Our Way’. More recently, the organisation entered the Prodigy Racing League, a motorsport series aiming to support sim-racers who are looking to embark on a career in real-world motorsports.
2024 continues to be a year of new hires for G2 Esports. In April, the organisation appointed Henning Christiansson as its Commercial Director alongside Julius Ylänne becoming Director of Esports.
Lacrouts, G2 Esports’s newly-appointed Head of Media House, commented on the news: “G2 has always been at the forefront of creating entertaining and authentic content and I’m excited to take this to the next level.
“Our goal is to become the one-stop facilitator for brands to make meaningful connections with all kinds of fans. We’re not just about gaming and esports. From manga and sports to tabletop games, anime, music, movies, and more, we bring fans the content they deserve.
