.jfif)
European esports powerhouse G2 Esports has announced the appointment of Mathieu Lacrouts as its new Head of Media House. Lacrouts, who brings a wealth of experience from the gaming and esports industries, will spearhead the expansion of G2 Esports' Media House, aiming to broaden the organization's reach beyond traditional gaming and esports realms.
Mathieu Lacrouts is well-known in the industry for his role as the founder of Hurrah.agency, a creative marketing agency specializing in esports and gaming. Founded in 2015, Hurrah.agency closed in July 2023. Lacrouts also established the Hurrah Group, which included three subsidiaries focused on advertising, media buying, and content production.
At G2 Esports, Lacrouts will oversee the Media House division, which provides advertising services and manages event operations. The division is set to grow to over 20 professionals by the end of 2025, reflecting G2 Esports' commitment to expanding its media and content capabilities.
G2 Esports has a history of branching out beyond the esports world. In January 2022, the organization made a foray into the music industry with the release of the power metal single "Our Way." More recently, G2 Esports entered the Prodigy Racing League, a motorsport series aimed at supporting sim-racers transitioning to real-world motorsports.
2024 has been a significant year for G2 Esports in terms of new hires. Earlier this year, the organization welcomed Henning Christiansson as its Commercial Director and Julius Ylänne as Director of Esports.
Commenting on his new role, Mathieu Lacrouts expressed enthusiasm about G2 Esports' potential to innovate in content creation. "G2 has always been at the forefront of creating entertaining and authentic content, and I’m excited to take this to the next level," Lacrouts said. "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."
With Lacrouts at the helm of the Media House, G2 Esports is poised to make significant strides in diversifying its media offerings and engaging with a broader audience.