Highlights
- G2 Esports and PUBG Mobile have partnered to expand the competitive mobile gaming ecosystem and amateur-to-pro pipeline in Western Europe.
- G2’s media house '62' will manage the 2026 PUBG Mobile Global Open Western Europe Finals, scheduled for September 11th–13th.
- The collaboration aims to leverage G2’s influence to grow Western European viewership and replicate global mobile esports engagement spikes.
G2 Esports and PUBG Mobile Esports have officially penned a major strategic partnership aimed at expanding the competitive mobile gaming ecosystem across Western Europe. This new collaboration blends G2’s decade of premier esports and entertainment expertise with PUBG Mobile’s massive global tournament infrastructure. Together, they are looking to build a thriving amateur-to-pro pipeline and accelerate community growth in a region that has historically been dominated by PC and console gaming.
The very first major initiative under this new alliance is already locked in. The 2026 PUBG Mobile Global Open Western Europe Finals are officially scheduled to take place from September 11th to 13th, and team registrations are currently open. Stepping up to run the show is '62', G2’s dedicated media house that focuses on content production, creator campaigns, media buying, and event management. They will be taking full charge of tournament operations and community activations to ensure the event connects with fans.
To keep that community excitement alive well beyond tournament days, the companies are launching a brand-new ambassador program. German content creator JanickaGaming has been named the official tournament ambassador for Western Europe. Tasked with engaging the regional scene, she will stream the game weekly, create focused PUBG Mobile content, and provide direct, hands-on coverage of the latest esports developments.
Executive Perspectives on an "Untapped Frontier"
The leaders behind this move see immense, untapped potential in the region. G2 CEO Alban Dechelotte shared his excitement, noting that PUBG Mobile has built one of the most impressive esports ecosystems in the world. He highlighted in a press release that while mobile esports has reached an astronomical scale in Asia, Western Europe is an untapped frontier where organizers are still only scratching the surface of what is possible, as per Pocketgamer.biz.
Dechelotte emphasized that there is a huge audience that loves competitive gaming, presenting a real opportunity to help more players discover what the mobile scene has to offer. Shaowei Chen, PUBG Mobile's Head of Western Europe Publishing, echoed this sentiment, calling the region one of the most promising growth frontiers. Chen added that G2's long track record of cultivating thriving fan communities through tournament triumphs and creative narrative campaigns makes them the perfect strategic partner to convert casual players into dedicated fans.
This targeted expansion addresses a historical gap in mobile battle royale viewership. Back in 2020, PUBG Mobile esports saw a massive disparity, with 95.4% of its Pro League audience coming from Eastern markets, leaving Western viewers at a mere 4.6%. However, the tide has been turning dramatically.
Krafton
Global Ecosystem Funding and Record-Breaking Metrics
During the 2021 World Invitational, the Western audience hit a peak concurrent viewership of over 400,000, marking an incredible 800% surge over the previous year's West League. During that same event, English surged to become the second most-watched broadcast language with a 32.7% audience share, leaping up from just 8.3% at the prior Global Championship.
This partnership perfectly aligns with PUBG Mobile's aggressive strategy to fund its grassroots and professional tiers worldwide. This financial backing has translated directly to explosive viewership metrics, pushing overall average concurrent viewership up by roughly 25% year-on-year to well past 25,000 viewers.
The competitive momentum recently peaked during the PUBG Nations Cup 2025, which shattered records by drawing in over 815,631 peak concurrent viewers. By leveraging G2's media division and influencer network, PUBG Mobile hopes to replicate these massive global engagement spikes directly within Western Europe.
