G2 Esports Bets on Original Webcomic to Expand Beyond Gaming

G2 Esports is wagering that a fantasy webcomic can help the European esports organization build a business less dependent on the fortunes of its competitive gaming teams.

The Berlin-based company on Oct. 31 launched "Red Aura," a 40-episode webcomic on Japan's LINE MANGA platform, with plans for an English-language release. The debut marks G2's first attempt at creating intellectual property untethered to any specific video game franchise.

"We've created a story that can be enjoyed whether you're an esports fan or not," said Sabrina Ratih, G2's chief operating officer.

The webcomic, produced in collaboration with Indonesia's Kisai Entertainment and art director Runbel, follows a protagonist named Asa through a mythical world that loosely mirrors G2's decade in competitive gaming. Five episodes launched initially, with new installments planned weekly.

Esports Teams Like G2 Esports Pursue IP Creation to Diversify Revenue

The move reflects broader efforts by esports organizations to diversify revenue beyond sponsorships and prize winnings. G2 earlier this year established 62, an in-house media production unit, and has pursued lifestyle brand partnerships to extend its reach beyond hardcore gaming audiences.

Unlike previous esports media ventures that chronicled actual competitions or adapted existing game narratives, "Red Aura" represents original IP that G2 can license and adapt across formats. The strategy capitalizes on surging global interest in webcomics and manga, particularly among the same demographics that follow competitive gaming.

Esports organizations have long struggled with business models tied to player performance and tournament calendars. By creating owned content, G2 aims to generate recurring revenue through readership and potential licensing deals, transforming from a team operator into what Ms. Ratih calls "digital-first entertainment."

The webcomic launches as G2 marks its 10th anniversary, positioning "Red Aura" as legacy content designed for sustained engagement rather than short-term promotion. The company plans a phased international rollout, though specific markets and timing haven't been disclosed.