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.