G2 Esports CEO Alban Dechelette outlined the organization’s $35 million annual revenue model and shared insights on the future of esports. The club generates income through a diversified approach, with 45% from sponsorships, 45% from competitive earnings, and 10% from additional businesses.

Dechelette emphasized the importance of storytelling and content creation over mere logo placements. The organization’s structured partnership model includes technical collaborations, mass integrations with brands, and lifestyle projects. G2 Esports focuses on global reach with players from dozens of countries to avoid dependence on a single market.

The club aims to be either a favorite team among fans or a team that fans love to hate, enhancing brand recognition. G2 Esports is expanding beyond traditional esports with media projects, collaborations with major brands, a football club in Kings League, and experiments with new formats like VR competitions. The organization also invests in women’s teams and projects, resulting in a doubling of female fans within a year.

Dechelette predicts market consolidation, with only about 20 global organizations dominating the esports industry in the future. G2 Esports exemplifies modern esports as a comprehensive media and business ecosystem.

“G2 aims to be either a favorite team among fans or ‘the one everyone loves to hate,'” Dechelette said.