Amid the rapid transformation and contraction of the esports market, G2 Esports continues to demonstrate confident growth, generating approximately $35 million in annual revenue as of 2026. During the Esports World Cup 2026 in Paris, G2 Chief Executive Officer Alban Dechelotte shared details of their successful business model, global expansion strategy, and his vision for the future of the industry.
Following three consecutive years of net profitability (2022–2024), G2 is currently in a two-year investment cycle. It began in March 2025 with a Series B funding round aimed at aggressive brand expansion. A return to profitability is scheduled for 2027.
To protect against market volatility, G2 has moved away from the traditional model where 70% of team revenue is generated exclusively through sponsorships. Today, the organization’s $35 million turnover is distributed across three main areas:
45% — Sponsorships: Multi-year global deals covering various gaming titles.
45% — Competitive Earnings: Partner payouts from game publishers, in-game digital item sales, and tournament prize pools.
10% — Diversified Businesses: Consumer products, direct-to-consumer digital subscriptions, and its own B2B agency.
G2’s commercial success relies heavily on a flexible approach to partnerships, which is divided into three tiers: from endemic brands and co-development of products (Logitech, Red Bull) to consumer goods (McDonald’s, Spotify) and premium lifestyle partners (Louis Vuitton, Ralph Lauren). According to Dechelotte, the logo on the jersey is merely a formality, while the main value for brands lies in creating large-scale marketing stories (for example, the partnership with Lufthansa during Worlds 2025).
A significant advantage of G2 is its cultural neutrality. Unlike clubs with strong regional ties, G2 brings together players of 24 nationalities and builds its image on entertaining content, humor, and self-deprecation. This significantly reduces risks for international sponsors, as the brand does not cause polarization or negativity among local fans of other teams.
As part of its vision to become a "next-generation sports club," G2 is actively diversifying its activities. The company launched its own creative and media B2B agency, "62," which serves giants like Tencent, Ubisoft, and BMW. In addition to classic video game esports, G2 has expanded into physical spaces by joining the seven-a-side football Kings League Germany and integrating into the innovative VR league, Esports Virtual Arenas. The organization is also successfully creating its own media products, such as the popular Japanese webcomic Red Aura.
Simultaneously, G2 leverages inclusivity as a driver of commercial growth. A notable example is the case with McDonald's Germany: the corporation's top management approved a sponsorship contract with G2 only on the condition of restoring funding for the all-female team G2 Hel. This initiative led to a doubling of G2's female fanbase within a year, proving that engaging underrepresented audiences opens up new commercial opportunities.
Assessing the current state of the market, Alban Dechelotte views the downturn not as a crisis, but as a natural consolidation of the industry. He notes that a few years ago, there were about 300 professional teams worldwide, whereas today that number has dropped to fewer than 100.
According to the G2 CEO's forecast, around 20 large organizations will dominate the global market over the next five years. Regions will have 5 to 10 local teams focused on a single title, while all "middle-tier" organizations will face critical financial difficulties. G2 has already secured its spot at the top through stable international competitiveness in League of Legends, VALORANT, and Counter-Strike, combined with strict financial discipline and the development of its own media assets.
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