G2 Esports Plans and Future Strategy

Alban Dechelotte, CEO of G2 Esports, in a recent discussion, communicated about the company’s long-term plans and their vision to step into conventional sports. Furthermore, he also described the bond shared between sports and esports.

G2 Esports’ Step into Conventional Sports

In 2025, G2 Esports made their entry into traditional sports by launching the G2 Football Club in Kings League Germany. This marked a significant expansion of the organization’s competitive focus, happening on the occasion of G2’s 10-year celebration. Conversely, it didn’t indicate a shift away from esports.

Expansion Strategy of G2

Dechelotte explained that G2 identified competition and storytelling as their core strengths while strategizing for expansion. Eschewing a limitation to just gaming, G2 eyed competitive opportunities within the physical world. Revealed by Dechelotte, G2 is evaluating opportunities in motorsports, fighting sports, and technology-enhanced sports, indicating that their expansion won’t be halting at football.

G2’s Strategic Vision

The long-term objective of G2 is to emerge as the “G2 of sports,” positioning itself at a similar level as sports giants such as Real Madrid, the Yankees, and the All Blacks. Dechelotte reminiscing about G2’s journey of 10 years said, “When G2 was founded 10 years back, the vision was to craft the ‘Real Madrid of esports’. Now that we have accomplished that vision, we are ready to move one step up and become the ‘G2 of sports’.”

Challenges and Insights for G2

Dechelotte has identified numerous roadblocks and insights while venturing into traditional sports. He spotted a gap in the way conventional sports organizations view esports, often considering it as an extension of their existing audience and not a chance for diversification, mainly using sports simulation games like EA Sports FC and NBA 2K. According to Dechelotte, this is a big missed opportunity.

Revealing about the differing revenue models, Dechelotte mentioned that esports organizations, despite lacking in traditional media rights revenue, leverage digital item revenue sharing with game publishers. However, he admits, esports struggles to generate game-day revenue that traditional sports do from stadiums.

Addressing Revenue Gaps

As a solution to fill the stadium revenue gap, Dechelotte proposes the establishment of a “virtual stadium of G2” as the world is progressively shifting towards virtual experiences. Despite the present challenges, he remains hopeful about the future of esports and says, “I reckon it will be a dissimilar model, but it appears to be extremely future-proof.”

About Kings League

Kings League Germany is a 7-a-side football league where G2 FC competes. The league was established in 2022 by former FC Barcelona player Gerard Piqué. G2 was the first esports organization to join Kings League in Europe. To reach maximum audiences, the league uses live streaming. G2 has partnered with Reeze and Rumathra, influencers from Germany, to co-stream all matches on Twitch.