G2 Esports celebrates ten year anniversary with German night market

Founded on 15 October in Berlin, G2 has grown from a European League of Legends powerhouse into a global entertainment brand.

Over the past decade, G2 has not only dominated the competitive scene but has also shaped esports culture itself.

G2 has a proud record in the esports space. From 250+ podium finishes and lifting 100+ first-place trophies to growing a worldwide community of more than 30 million fans, G2 deserves its flowers.

The past decade has seen G2 field rosters that have delivered historic performances on stage. In no particular order, they listed their accomplishments in a recent press release>

"Winning the 2019 League of Legends Mid-Season Invitational - the only Western team still to do so; G2 CS winning IEM Katowice and IEM Cologne in the same year; becoming the only team to win the Rainbow Six Invitational twice; G2's all-women VALORANT team Gozen's triumph as the first-ever VCT Game Changers World Champions in 2022, followed by victories in all three Game Changers stages in 2024; G2's all-women League of Legends team G2 Hel becoming the only women's team ever promoted to the League of Legends Liga Nexo division 2, showcasing how providing the same level of support and training to women as to male teams enables them to compete confidently alongside their male counterparts; back-to-back-to-back VCT Americas Champions; and an outstanding 17 LEC titles," it read.

G2 has also built partnerships that redefine what collaboration in gaming can look like. From long-standing alliances with global leaders like Mastercard, Logitech G, Red Bull, AGON by AOC, Herman Miller and Ralph Lauren to bold, culture-shaping activations with Jagermeister, adidas, Oakley, and Spotify. 

These partnerships have gone far beyond logos on jerseys; they've created moments that merge gaming, music, fashion, and lifestyle into a single universe. A few examples of G2's approach to partnerships: Launching a first-of-its-kind collaboration with iconic luxury brand Ralph Lauren, creating a sold-out limited edition G2 x Herman Miller gaming chair, and launching the Mastercard Gamer Academy to such a success that it came back for a second year and continues to grow.

"Ten years ago, G2 started as a bold idea that esports could be more than competition; it could be culture," said Alban Dechelotte, CEO of G2.

"A decade later, that belief has become a reality. G2 has always been about the perfect mix of competition and storytelling, and none of it would have been possible without our players, staff, partners, and, of course, our incredible fans around the world. Whether you love us or love to hate us, you can't ignore us, because G2 has always been about writing the best stories in esports.

“Looking ahead, we're aiming even higher, to become the biggest global brand that sits at the heart of digital-first entertainment at the intersection of esports and sports, and showing the world just how powerful gaming culture really is. Our 10th anniversary celebrations are more than just an opportunity to reflect on our achievements; they're a way to say thank you to the fans who've been with us through it all and to look forward to the next chapter in the G2 story."

To celebrate in true Berlin style, G2 is opening a Spati  - a night shop - for fans to grab a limited edition G2 GOLD2 Bier, check out exclusive merch and celebrate together.

Spatis are more than just a shop, they're a Berlin cultural icon acting as social hubs with areas to grab a beer, hang out and enjoy the neighbourhood. Opening for one month only, starting on October 15, the G2 Spati pop-up will serve as a celebration hub where fans can step inside and relive iconic moments. To mark the occasion, the pop-up will also be stocked with merchandise and act as the only physical location where fans can grab G2's very own limited edition beer - GOLD2, giving fans a unique piece of G2 history to take home.

The G2 10-year Spati pop-up will run from October 15th until November 14th, at Spati by Sticky21, Turmstr. 47, 10551 Berlin, Germany.