G2 Esports established a partnership with PUBG MOBILE Esports final month, specializing in Western Europe. The initiative spans creator activations, grassroots competitors, and appears to develop the area by way of the 2026 PUBG MOBILE Membership Open (PMCO) Western Europe Wildcard. Collectively, G2 and PUBG MOBILE Esports have additionally launched an envoy program, with JanickaGaming changing into the primary ambassador for Western Europe.
The person masterminding the technique from a G2 perspective is CEO Alban Dechelotte, who took the reins of the group in January 2023. Previous to G2, Dechelotte led Riot Video games’ business agenda in EMEA, and likewise headed up Coca-Cola’s international gaming and esports program.
We spoke to the Frenchman earlier than PUBG MOBILE takes the highlight on the Esports World Cup this weekend about what G2 can deliver to PUBG MOBILE in Western Europe; how the group approaches cell in a different way, the position of creators and grassroots, and what success appears to be like like on this partnership.
Editor’s Word: This interview has been edited for size and readability.
Followers aren’t simply following one workforce, they’re following G2
ESI: What is going to G2 do from an operational perspective that PUBG MOBILE Esports couldn’t have been in a position to with out your partnership?
Alban Dechelotte: This partnership works as a result of we’re every in a position to contribute in several methods. PUBG MOBILE has constructed one of many strongest cell esports ecosystems on the earth, and we see enormous long-term potential for that to proceed rising in Western Europe. At G2, we’ve spent the final decade constructing a neighborhood that follows us wherever we compete. Our followers aren’t simply following one single workforce, League of Legends or Counter-Strike, they’re following G2.
Operationally, our position is to deliver these followers into PUBG MOBILE by way of our gamers, creators and varied channels. That provides us a chance to introduce the sport to an viewers that might not be acquainted. It’s about serving to speed up that development in Western Europe whereas laying the foundations for G2 to construct a long-term aggressive presence within the title.
There’s additionally the efficiency component to it. We’ll be internet hosting the winners of the PUBG MOBILE Group Open Western Europe Wildcard Finals at our services for a bootcamp and giving them entry to our coaches and efficiency employees. We’ve seen first-hand how beneficial these sorts of alternatives could be early in a participant’s profession, so it’s one thing we’re proud to have the ability to supply.
Why the everyday G2 manner doesn’t absolutely apply to cell esports
ESI: You’ve constructed G2’s neighborhood by way of aggressive success and creator storytelling on titles that sometimes are usually not mobile-first. What’s one lesson from the everyday G2 playbook that you just already know received’t switch on to cell, and why?
Alban: This isn’t our first expertise in cell esports – we competed in Wild Rift with G2 Blacklist a number of years in the past and made all of it the best way to the World Finals, so we’ve already had the possibility to learn the way completely different the cell panorama could be. Whereas our method to constructing communities by way of gamers and creators hasn’t actually modified, one factor we discovered in a short time is you can’t apply the identical aggressive playbook throughout each title.
One factor that stood out right away was how shortly the meta shifts. In comparison with PCs, modifications occur sooner, and gamers must adapt far more shortly, so the best way you put together and coach a workforce naturally has to evolve with that.
The bodily aspect is completely different too – cell gamers spend hours coaching on handheld gadgets, which brings its personal challenges round posture and burnout. It’s one thing we paid loads of consideration to throughout our time in Wild Rift, and it’s one other reminder that prime efficiency isn’t a one-size-fits-all method. Each title asks one thing completely different of its gamers, and that’s one thing we’ve discovered to adapt and respect.
Redefining “esports expertise”
ESI: If creators are actually central to rising an esports organisation, does that change what “esports expertise” truly means at G2? Are you scouting for aggressive talent, content material capability, or are these changing into more and more the identical factor? Is success outlined by creator attain or by aggressive success?
Alban: The definition of “esports expertise” has positively developed over the previous few years. Aggressive success will at all times be on the coronary heart of what we do at G2, however right this moment’s esports trade is way larger than what occurs on stage.
After we’re taking a look at creators, we’re not anticipating them to be former professionals or analysts who know each draft and each play. What issues far more to us is that they get pleasure from competitors and might deliver their very own persona to it. One of the best creators make folks excited to look at as a result of they’re genuine, they’re entertaining, they usually have their very own manner of telling the story round a match.
It additionally helps in the event that they’re snug in entrance of a digicam. Lots of what we create at G2 leans into storytelling and comedy, so having creators who get pleasure from appearing and aren’t afraid to embrace that aspect of our content material makes it a lot simpler for them to turn into a part of the broader G2 story. For us, it’s about discovering the steadiness between competitors and leisure, and the creators who match G2 finest are those who can get pleasure from each.
That’s one of many causes we’re enthusiastic about PUBG MOBILE. It’s already established itself as one of many world’s main cell esports titles, and we imagine Western Europe has important room to develop. That’s one thing we need to assist construct over the long run, each by way of creators and ultimately by way of competitors.
What G2 brings to grassroots competitors that PCMO can’t do alone
ESI: What does G2 deliver to a grassroots setup like PMCO {that a} specialised beginner circuit wouldn’t do higher?
Alban: A thriving esports trade depends on two issues, a transparent path for gamers to develop and compete, and position fashions who encourage the following technology. You may construct one of the best beginner competitors on the earth, but when gamers can’t see what comes subsequent or don’t have position fashions they relate to, it’s a lot tougher to maintain that momentum going.
Sport Changers in VALORANT is a good instance of that – Riot created a devoted aggressive platform for girls and marginalized communities, opening the door for extra gamers to pursue esports professionally. Gamers like G2 Gozen’s mimi have constructed on that by displaying what life as an expert truly appears to be like like by way of her streams and by giving followers a behind-the-scenes have a look at the work that goes into competing on the highest stage.
That’s the place G2 can add one thing completely different. We are able to’t change a grassroots circuit, and we wouldn’t need to, however what we are able to do is give gifted gamers a much bigger platform, assist inform their tales and switch them into position fashions. When younger gamers can see somebody they admire succeeding, perceive what it takes to get there and imagine they might comply with the identical path, the entire trade turns into stronger.
From Flakked to the long run: constructing the following famous person
ESI: Do you’ve gotten a concrete instance of a participant or workforce that G2 has taken from an early, unproven stage to actual aggressive success. What made that work, and is that repeatable right here? Can this be repeated at scale?
Alban: The primary person who involves thoughts is Flakked, considered one of our former League of Legends gamers. When he was 12 years outdated, he had the possibility to fulfill considered one of our skilled gamers and, greater than a decade later, he joined G2’s LEC roster himself. I’ve at all times cherished that story as a result of it reveals how a lot these moments can matter, even in case you don’t realise it on the time.
I don’t suppose there’s a system you possibly can repeat at scale as a result of each participant’s journey is completely different, but it surely’s a terrific instance of the significance of giving younger gamers folks they will look as much as. Expertise and laborious work will at all times be among the greatest components in whether or not somebody succeeds, however seeing any individual who’s already made that journey can provide the confidence to imagine it’s doable for you too.
Initiatives just like the PUBG MOBILE Group Open give gamers that first alternative, and if we will help encourage even a number of of them to imagine they might sooner or later compete professionally underneath the G2 banner, then we’ve completed one thing worthwhile – that’s in the end the long-term ambition
How G2 picked JanickaGaming as the primary ambassador
ESI: What was the precise choice standards for selecting Janička particularly as the primary Western Europe ambassador? Was it her viewers measurement, her viewers’s demographics, content material fashion or a mixture?
Alban: It was actually a mixture of issues – Janička has been a part of the PUBG MOBILE neighborhood for years, so she’s constructed actual credibility and belief together with her viewers. When she talks concerning the recreation, it’s apparent that it comes from a real place, and that mattered lots to us.
Her persona and the best way she creates content material additionally felt like a superb match for what we wished to do, and she or he was tremendous enthusiastic about collaborating with G2 from the beginning. After all we checked out viewers and attain as properly, however these weren’t the deciding components. We wished somebody the neighborhood already believed in and who was excited concerning the challenge.
What actually stood out to us is that she cares about each side of the sport. She’s not simply an entertainer, she’s truly coated PUBG MOBILE esports competitors prior to now, so she understands the aggressive aspect simply as a lot because the content material aspect. That mixture is uncommon, and it’s precisely the steadiness we search for at G2: somebody who brings the leisure issue we’re recognized for, whereas additionally having actual esports savviness.
Broadening the ambassador scheme
ESI: Is one ambassador sufficient to symbolize a complete area as numerous as Western Europe, or is that this a pilot you can push out to extra creators relying on outcomes?
Alban: I don’t suppose one ambassador can symbolize a area as numerous as Western Europe, and that’s one thing we’re very conscious of. On the identical time, constructing a community of native creators throughout a number of markets brings its personal challenges, not simply when it comes to managing these relationships but in addition ensuring they work properly collectively.
There isn’t an ideal reply as a result of there are actual benefits to each approaches. On this case, we felt Janička was the fitting particular person to assist introduce extra folks to PUBG MOBILE alongside G2. It’s step one in what we hope turns into a for much longer journey for G2 inside PUBG MOBILE.
Threat versus reward: what’s at stake, and what does success seem like?
ESI: Is there a threat to G2, both from both a reputational or monetary perspective if this partnership underdelivers versus the numbers PUBG MOBILE Esports has already achieved in Asia?
Alban: After all, everytime you put money into one thing new there’s at all times a component of threat. However from our perspective, aggressive cell esports goes to proceed rising globally, and we imagine Europe will comply with that over time. Due to that, we don’t see this as a short-term play. Any threat within the close to time period is absolutely an funding in the place we imagine the market is heading, and that’s how we’ve approached this partnership from the start.
ESI: If I had a greenback for everytime I hear buzzword salad about “ecosystem development” then I’d be a really wealthy man. If we take away wishy-washy phrases reminiscent of “ecosystem development”, what’s the business consequence G2 wants from this in 18 months for it to be thought of successful internally? What are PUBG MOBILE in search of on their aspect?
Alban: I do know “ecosystem” is a phrase that’s used lots, however I nonetheless suppose it’s the fitting one. It means creating one thing that’s sustainable, the place everybody concerned has a job to play in serving to the sport develop long run. I’d truly prefer to see extra publishers take that method as a result of it’s what provides a aggressive scene one of the best likelihood of succeeding.
From G2’s perspective, success means establishing a real long-term presence in PUBG MOBILE. We’d prefer to proceed investing within the aggressive scene, develop alongside the title in Western Europe, and, over time, develop a roster able to competing on the worldwide stage underneath the G2 banner. We imagine Tencent is in the end working in the direction of the identical long-term imaginative and prescient of rising PUBG MOBILE esports throughout the area.
