G2 was founded in 2015 by formerLeague of LegendsproCarlos ocelote Rodriguez Santiagoand investor Jens Hilgers.
What isG2 Esports?
G2 is not linked to one city.
Steven “Hans Sama” Liv (L), Jack “Doki” Robertson (C), and Aleyna “Vania” Keskin (R) of G2 EsportsCourtesy of G2 Esports
G2s founders are Spanish and German, so its international strategy has been intentional right from the start.
One is brand collaboration.
Another big part of G2s revenue comes directly from video game publishers.
G2 even allows influencers to co-stream their matches on their own channels.
They broke some codes from traditional broadcast rules [that] maximize profit to maximize popularity, Dechelotte says.
There is another money-earner thats unique to esports, however, something Dechelotte refers to as digital goods.
While Dechelotte is clearly proud of G2s winning teams, being loud and known is more important.
It also isnt the best way to get eyes on a team even if they do win.
We want to be at the center of attention.
It doesnt mean that everybody needs to love us.
Back then the reaction would be, Its weird,' remembers Romain Bigeard, G2sLeague of Legendsmanager.
Nowadays its more, Its not my jam, but I respect how big and incredible it is.'
Theyre 10 to 15 years ahead of us, Bigeard says.
Smaller country, more technology, really connected.
South Koreas biggest esports star,T1s Faker, is a national celebrity.
Its always fascinating to see the level of security around Faker, Bigeard tells us.
He cannot go outside in the street.
He cannot travel on his own, he needs people around him.
Hes congratulated by the president every time he wins something.
Hes a national celebrity because esports is more mainstream.
It changes everything when it comes to marketing demographics, Bigeard explains.
T1 did a partnership with lip balm.
Each guy had a specific lip balm.
They sold thousands of it.
That could never happen in Europe.
Maybe in five to ten years.
G2 isnt simply going to wait for the rest of the world to catch up, though.
Well, almost, theres a Canadian in there, too.
Its also keen to tap into half the population with its womens teams.
Weve always been top three in the world, saysMichaela Mimi Lintrup, Gozens captain.
Mimi has been in esports for over a decade and joined her first team when she was just 15.
Were being taken seriously now, Mimi says.
People are less toxic towards you on the internet.
When youre a woman youre always an easy target online, thats just how it is.
When you compete and make a name for yourself, people think twice when they do it now.
Valoranthas been essential in this shift in perspective towards non-male gamers, Mimi says.
Its so friendly for anyone, also kids.
it’s possible for you to play it without feeling like youre shooting someone.
G2 bet big on Gozen whenValorantwas finding its feet.
They treat Champions exactly like they will in the male circuit.
You feel like a superstar, Mimi says.
But even superstars need to practise to get all those trophies.
Its a transformation into sports.
They have to make a lot of sacrifices, Isma says.
He ensures the players are eating and sleeping well so that their minds and bodies are well-prepared for competition.
One area G2 differs from other organizations is in its separation of its gaming house and practice areas.
Most of them are big geeks, Bigeard says bluntly.
So thats the thing we train for.
Their sleep schedule is just different.
InLeague of Legendsthey practise until very late.
Sometimes, teams do travel for friendly, non-streamed matches against their rivals, too.
G2 once leaked the results of these scrims because it was sick of teams cancelling last-minute.
My job is to double-check theyre as equipped as possible for life, Bigeard says.
I want them to learn.
Now I understand.'
One part of life Isma helps the players navigate is social media.
Its a path that cost co-founder Rodriguez Santiago his position as CEO back in 2022.
Rodriguez Santiago replied, Nobody will ever be able to police my friendships.
I draw my line here.
I party with whoever the fuck I want.
His shares are part of a trust and he has no active involvement in G2 operations anymore.
Steps have been taken to ensure one person cant endanger G2 again.
The CEO, COO, and CFO have formed a leadership collective that discusses all major decisions.
I would be the adult in the room, be like, Hey, lets talk about this.
What does it actually mean to you?
Sometimes they want to be the cool kid.
Like many athletes, esports pros tend to end their careers relatively young.
Hopefully I still have ten years in me, Mimi says defiantly.
But I can see myself coaching if I have the patience for it.
Or being a part of the analyst desk or part of the broadcast in any shape or form.
Whatever the case, Esports will be my way.
Some, like Mimi says, will become coaches, or find another job within the industry.
