G2 Esports is one of the most recognisable names in competitive gaming worldwide, but recognition within the esports community is only part of the picture. The real opportunity lay in positioning G2 as a prominent German team with ambitions and activities that reach far beyond esports: into entertainment, sport and culture, with ventures like the Kings League as proof of a much broader vision.
The challenge was to bring that fuller narrative to German mainstream and B2B audiences who had never engaged with G2 before and to do so through the kind of high-quality, credible placements that build lasting reputation, not just awareness.
We took on full PR and communications responsibility for G2 Esports in the German market, with a clear strategic focus: moving the conversation about G2 out of endemic esports media and into the mainstream and B2B outlets where decision-makers, brand partners and cultural commentators spend their time.
At the heart of our work is narrative development. We defined and shaped the positioning of G2 as a German team that transcends esports – an organisation active across competitive gaming, entertainment formats like the Kings League, and broader cultural spaces. This required crafting storylines that resonate equally with a marketing director reading a trade publication and a lifestyle journalist covering the intersection of sport and entertainment.
With that narrative foundation in place, our focus shifted to execution: identifying and securing interview opportunities and high-value placements in non-endemic media, ensuring G2’s leadership and story are introduced to new audiences in the right context and with the right framing.
This is an ongoing and actively developing mandate, with the first major placements currently in progress.
Not only are these guys better than I am at any video game ever created, they've also managed to carry our communications game. GG!
Anyone who isn't working with yellow house to get help for their business, press, or communications simply doesn't know what they're doing.
Literally me when I wake up in the morning and yellow house has already managed everything.
Our collaboration with yellow house runs as smooth as my Porsche 928. Vrooooom!
I just love these guys.