G2 Esports appoints Mathieu Lacrouts as Head of Media House

European esports organization G2 Esports has appointed Mathieu Lacrouts as its new Head of Media House. In this role, Lacrouts will focus on broadening the organization’s reach beyond gaming and esports.

Mathieu Lacrouts brings significant experience to G2 Esports, having founded Hurrah.agency in 2015, a creative marketing agency specializing in esports and gaming, which closed in July 2023. He also established the Hurrah Group, which included subsidiaries for advertising, media buying, and content production.

At G2 Esports, Lacrouts will oversee the Media House, which provides advertising services and event management. The division is set to expand to a team of over 20 professionals by the end of 2025.

G2 Esports has a history of diversifying its projects. In January 2022, the organization ventured into the music industry with the release of the power metal single “Our Way” and recently joined the Prodigy Racing League, a motorsport series aimed at helping sim-racers transition to real-world motorsports.

The organization has been active in making new hires in 2024, with Henning Christiansson joining as Commercial Director in April and Julius Ylänne becoming Director of Esports.

Lacrouts commented on his new role: “G2 has always been a leader in creating engaging and authentic content, and I’m eager to elevate that. Our objective is to become a central hub for brands to connect with fans across various interests, including gaming, manga, sports, tabletop games, anime, music, movies, and more.”