G2best known for its esports and entertainment content, announced this week that it is launching its own new media house called 62 (pronounced “six-two,” according to the agency). By its own description, the new agency’s mission is to help brands connect with the gaming community by offering gear and content for-hire. It also plans to expand beyond gaming, with Mathieu Lacrouts, formerly of media agency Hurrah, leading the media house.

According to the organization, the purpose of 62 is to help brands create real connections with players, through creative advertising and content creation. It also plans to eventually expand 62 beyond gaming into a broader entertainment vertical. G2 itself is currently celebrating its 10th anniversary, with plans to announce more news and content throughout the year.

Lacrouts said in a statement, “Innovation is at the forefront of everything we do at G2, and our goal with 62 is the same, working with brands to create new and authentic experiences for to fans across the entertainment space. Whether it’s in sports, esports, or broader entertainment like music and sports, we understand what fans and brands deserve, and the campaigns we create always aim to to raise of brands within the space and surprise and delight fans.

Sabrina Ratih, G2’s COO, added in a separate statement, “Esports is not just about competition for us at G2, we know it is the future of entertainment. Being able to create exciting content that engages audiences and evoke real emotions is what we strive for, and we’re excited to expand that vision more than ever with our new agency 62. With Mathieu at the helm, 62 is in the best hands to support brands in creating the kind of authentic content that G2 has mastered in the art of the last decade.