G2 Esports, one of the most recognizable names in competitive gaming, is celebrating its 10th anniversary this week, marking a decade that has seen the organization grow from a European League of Legends team into a global entertainment brand.

Founded in 2015, G2 has built a reputation not only for its success across multiple esports titles but also for its bold brand identity and connection with fans. Over the past decade, the organization has claimed more than 250 podium finishes and 100 first-place trophies, while cultivating a community of over 30 million fans worldwide.

“Ten years ago, G2 started as a bold idea that esports could be more than competition—it could be culture,” said G2 CEO Alban Dechelotte in a statement. “That belief has become a reality.”

A Decade of Legacy

G2’s competitive history includes standout achievements such as winning the 2019 League of Legends Mid-Season Invitational—the only Western team to do so—and securing major titles in Counter-Strike 2, Rainbow Six Siege, and VALORANT. The organization’s women’s teams, G2 Gozen and G2 Hel, have also made history, with Gozen winning the first-ever VCT Game Changers World Championship in 2022 and Hel becoming the first women’s team promoted to Spain’s Liga Nexo Division 2.

Beyond competition, G2 has forged high-profile partnerships with brands such as Mastercard, Red Bull, Logitech G, and Ralph Lauren. These collaborations have often gone beyond traditional sponsorships, blending gaming with fashion, lifestyle, and pop culture.

To mark the milestone, G2 has opened a pop-up Späti—a Berlin-style late-night convenience store—at Turmstrasse 47. Open through Nov. 14, the store offers exclusive merchandise and the limited-edition G2 GOLD2 Bier, allowing fans to celebrate a decade of highlights in G2’s hometown.

Dechelotte said the anniversary isn’t just a look back but a launch point for the next chapter. “Whether you love us or love to hate us, you can’t ignore us,” he said. “The best is yet to come.”