G2 Esports revealed an internal decision that
could change its future in ways unimagined before. The reveal comes following
the appointment of two new executive team members aimed to bolster the ranks of
its media and content teams.
So, who are these people, and what is it that
they're bringing to the table that's meant to be
so game-changing?
The New Hires
First, there is Sasha Alexandrov who is the new
head of media. Just in case you aren't too familiar with Alexandrov’s
credentials, turn your attention to Beats by Dre. That name is likely to ring
more than a couple of bells in your head.
During his time with the audio giant,
Alexandrov was responsible for its media presence, creative, and social
strategy.
If you doubt that his tactics worked, you’ve
clearly forgotten the kind of prominence that Beats was known for, and much of
it was due to the public perception that would have been created by marketing
and outreach efforts.
Celebrity products often take the world by
storm, as was and is still evident with Kanye West’s Yeezy line, for example.
Beats, while not necessarily making the same waves now as it did before, was
undoubtedly in the same category.
Next, there is Thuy Ha who assumes the
portfolio of head of content. Likely, this role and Sasha’s, as well as the
teams they are responsible for, are expected to work closely together.
Ha also boasts impressive achievements, many
of which happen to be in the esports industry. For example, numerous esports
initiatives, sponsorship deals, strategies, and other integrations with big
names including Levi's, got2b, and KitKat, came from ideas that Ha would’ve
pitched and led.
What Does This Strategy Hope to Achieve?
So, G2 brought in a couple of big names to
fill a couple of big positions. What's the goal after doing all of this? Of
course, it wants to bolster its content and media teams as indicated before,
but to what end?
Well, it turns out that there is a push to go
beyond the boundaries of what the esports
industry offers. Currently, there's a lot of streaming
being done, and other platforms are used for the expected types of content.
However, the future looks to use the creation
of other initiatives that see G2 stepping out of its comfort zone. For example,
its 2022 jersey line was commemorated by the creation and release of an
original soundtrack.
It's hard to argue with the passion and
potential to achieve this objective, especially from an organization that
happens to be in such a fortunate position as is.
Don't forget that it has an array of top-tier
teams. How else do you manage to hold a record for
the most LEC championships? Additionally, there are already partnerships
with big names such as Twitch, MasterCard, Logitech, BMW, and Ralph Lauren.
Final Remarks
This is clearly a strategic move on G2's part.
Bringing in fresh minds from other environments who have a demonstrated track
record where content and media are concerned was a masterful move.
The desire to break the proverbial walls of
esports content expectations seems very much within reach. The world could be
witnessing a truly new era of G2.
