Ten years in esports is no small run. Most teams rise fast and fade faster. But G2 has managed to keep the energy high and the innovation flowing since way back in 2015—and in the process turning a Berlin startup into one of the biggest names in gaming and building a legacy that blurs the lines between competition and culture.
And if the name sounds familiar, it’s probably because G2 has been winning in both esports and wider culture since day one. Founded in 2015, they have lifted over 100 first-place trophies across League of Legends, CS2, VALORANT, Rainbow Six, and more. But their real power move has been doing this while also helping shape what esports looks and feels like—championing women’s gaming with trailblazing rosters, teaming up with global brands on culture-shaping activations (including partnering with legendary design brand Herman Miller on a sell-out collab chair and a capsule collection with fashion brand Ralph Lauren), launching the Mastercard Gamer Academy to open doors for the next wave of talent and, in true G2 fashion, sending a team jersey into space, as Complex reported earlier this year.
To celebrate their milestone, G2 is turning the spotlight back on the people and moments that helped build its story. The centrepiece is “Pieces of G2”, a limited-edition pendant created to symbolise the hundreds of trophies lifted over the past decade. Each pendant represents a fragment of the brand’s journey—the players, the fans, the chaos—and will be gifted to G2’s biggest supporters, from longtime staff and pros to members of the G2ARMY, the brand’s fiercely loyal global fanbase.
Meanwhile, IRL, back on home turf in Berlin, G2’s anniversary celebrations will continue with a month-long Späti pop-up, inspired by the city’s late-night corner shops that double as local hangouts. Open until November 14, their version will be stocked with exclusive merch, the brand’s own GOLD2 beer, a healthy dose of nostalgia and a warm welcome for their ever-growing community.
As CEO Alban Dechelotte puts it, “Ten years ago, G2 started as a bold idea that esports could be more than competition—it could be culture. A decade later, that belief has become a reality. Whether you love us or love to hate us, you can’t ignore us. G2 has always been about writing the best stories in esports.”
From humble Berlin beginnings to soaring heights in just a decade, G2 is on a trajectory that is only getting brighter.
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