Esports company G2 launches new media house agency called 62

G2, best known for its esports and entertainment content, announced this week that it is launching its own new media house called 62 (pronounced “six-two,” according to the agency). By its own description, the new agency’s mission is to help brands connect with the gaming community by offering for-hire tools and content. It also plans to expand beyond gaming, with Mathieu Lacrouts, formerly of media agency Hurrah, leading the media house.

According to the organization, 62’s purpose is to help brands create authentic connections with gamers, by way of creative advertising and content production. It also plans to eventually expand 62 beyond gaming to a broader entertainment vertical. G2 itself is currently celebrating its 10th anniversary, with plans to announce more news and content throughout the year.