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Gen.G


Gen.G Esports is a multinational professional organization founded in 2017 by Kevin Chou and Kent Wakeford, former executives at video game developer , initially operating as KSV eSports. Headquartered in , , with significant operations in the United States, Gen.G focuses on competitive teams across multiple disciplines, including , , and , positioning itself as a bridge between North American and Asian esports ecosystems. The organization's League of Legends division has established dominance in the League Champions Korea (LCK), securing multiple championships, including a historic streak of four consecutive domestic titles, and achieving international prominence with victories at the 2024 and 2025 (defeating T1 3-2 in the 2025 grand finals) and the 2025 Esports World Cup. Gen.G's team has also claimed regional successes, such as the 2024 VCT Pacific Stage 1, contributing to the organization's reputation for disciplined, high-performance rosters. Valued at $250 million as of 2022, Gen.G ranks among the world's most valuable entities, reflecting its commercial viability through sponsorships and global fan engagement. While celebrated for competitive excellence, the organization has navigated geopolitical sensitivities in its operations, including public apologies for content perceived as infringing on territorial claims.

Background

Founding and early investments

KSV eSports, the predecessor to Gen.G, was founded in mid-2017 by Chou and Wakeford, co-founders of the mobile gaming company , which they had sold to for over $800 million in 2016. The initial capital for the venture drew from these proceeds, enabling the organization to secure a spot in the as the Seoul Dynasty in July 2017, with franchise fees for such slots reportedly ranging from $10 million to $20 million. Later that year, following Samsung Galaxy's victory at the 2017 , KSV acquired the team's roster and (LCK) slot, marking early strategic investments in high-profile competitive assets. On May 3, 2018, KSV eSports rebranded to Gen.G to reflect its focus on global operations bridging the U.S. and . This period saw the organization's valuation reach $31.36 million by June 2018, indicative of seed-stage funding rounds not publicly detailed but supporting expansion into additional titles. Gen.G's first major publicized funding round occurred in April 2019, raising $46 million in a Series B extension from investors including actor , Japanese footballer via Dreamers Fund, Los Angeles Clippers co-owner Dennis Wong, and venture firms such as , , and Canaan Partners. These investments facilitated further roster development and infrastructure growth, building on the foundational self-funding from the exit.

Ownership structure and financial valuation

Gen.G is a privately held esports organization, originally established in 2017 as KSV eSports by Kevin Chou and Kent Wakeford, co-founders of the video game company , along with other early backers. The company operates under the legal name KSV eSports Delaware Inc. and maintains headquarters in Santa Monica, , and , reflecting its trans-Pacific focus. Ownership remains concentrated among its founders and a network of firms and high-profile individual investors, with no public shareholding structure disclosed due to its private status. Key investors include , , Canaan Partners, SVB Capital, and Conductive Ventures, alongside notable figures such as actor , former Japanese footballer , and Clippers minority owner Dennis Wong, who participated in a significant funding round. Gen.G has attracted 16 institutional investors in total, including Entrepreneurs Roundtable Accelerator. Financially, Gen.G has raised approximately $59.43 million across four funding rounds, with the largest being a $46 million Series B extension announced on April 17, 2019. Its was reported at $31.36 million following a June 2018 round, prior to the major 2019 infusion that likely elevated its enterprise value, though no subsequent public valuations have been disclosed. Forbes ranked Gen.G as the sixth most valuable esports organization globally in its 2020 list, underscoring its market position amid industry growth, but specific revenue figures remain proprietary.

Organizational development

Leadership and key personnel

Gen.G Esports was established in 2017 as KSV eSports by Kevin Chou, Kent Wakeford, Michael Li, and Phillip Hyun, with Chou and Wakeford leveraging their prior experience as co-founders of the mobile gaming company . Kevin Chou, who served as the initial CEO, transitioned to Executive Chairman, overseeing strategic direction while focusing on bridging North American and Asian markets. Kent Wakeford holds the position of Co-Founder and Vice Chairman, contributing to governance and operations from . Phillip Hyun also serves as Vice Chairman and Co-Founder, supporting the organization's expansion into multiple esports titles. In June 2025, Arnold Hur was promoted to CEO, succeeding Chris Park who shifted to an advisory role emphasizing sports and education initiatives. Hur, previously , brings a background in from roles at , , and Advertising, and has been instrumental in Gen.G's operational scaling since joining in 2017. Under his leadership, Gen.G has prioritized competitive excellence in titles like while expanding global partnerships. Key supporting executives include Clarissa Mba as , promoted in 2021 to manage fiscal strategy amid growth, and Martin Kim as , focusing on sponsorships and commercialization. These roles reflect Gen.G's emphasis on a , experienced team drawn from , , and sectors to navigate the esports industry's volatility.

Facilities and infrastructure

Gen.G's primary headquarters is located in Seoul, South Korea, at 38 Bongeunsa-ro 49-gil, Gangnam-gu. The organization opened a seven-story headquarters and training facility in Seoul in November 2018, encompassing approximately 1,207 square meters (13,000 square feet) of space dedicated to professional esports operations, including specialized training rooms and replay analysis areas. This facility supports the organization's core division and other competitive teams through high-end gaming infrastructure designed for intensive practice and performance optimization. In June 2024, Gen.G expanded its infrastructure with a new state-of-the-art building adjacent to the headquarters, primarily serving the Gen.G Global Academy (GGA) program for . The facility features lecture rooms for educational sessions, advanced training centers equipped with professional-grade hardware, dedicated streaming rooms, scrimmage zones for competitive simulations, and rest areas to support player well-being. This addition enhances Gen.G's capacity to host global academy students from campuses in , , the , and planned sites in , emphasizing structured training and holistic player . Gen.G maintains a secondary headquarters and elite training facility in , , which opened in July 2019 to bolster its North American operations and support teams in titles like and . This venue provides similar high-performance amenities tailored for Western market engagement and cross-regional collaboration. Additionally, in June 2025, Gen.G launched the GGX Cultural Gaming Hub in near , a 1,571-square-meter public experience center functioning as the world's first dedicated PC café, equipped with premium gaming setups to promote fan interaction and grassroots talent scouting. These facilities collectively underscore Gen.G's investment in scalable, technology-driven infrastructure to sustain competitive dominance and educational outreach across Asia and .

Historical timeline

Inception and Overwatch League entry (2017–2018)

KSV eSports was founded in 2017 by a partnership between Korean and Silicon Valley investors to acquire a franchise slot in Blizzard Entertainment's Overwatch League, securing the Seoul-based team that competed as the Seoul Dynasty. The name KSV derived from "Korea and Silicon Valley," reflecting its cross-border origins aimed at building a global esports presence. In preparation for the league's inaugural season, KSV signed the roster of Lunatic-Hai, a highly successful Overwatch team that had dominated regional competitions and earned expectations as a top contender. On October 26, 2017, the organization officially unveiled the Seoul Dynasty branding for its entry, positioning the team as Korea's representative with a focus on leveraging local talent and infrastructure. The Overwatch League launched on January 20, , with Seoul Dynasty competing in the first professional season structured around city-based franchises. Despite preseason hype surrounding its roster, the team faced challenges adapting to the league's format and international competition, ultimately finishing eighth in the 2018 regular season standings. On May 3, 2018, amid the ongoing season, KSV eSports rebranded to Gen.G, symbolizing "Generation Gaming" and a commitment to establishing a "gold standard" in esports through unified branding across divisions. The rebranding included new logos and a black-and-gold color scheme, aligning the organization's identity with its Overwatch efforts while signaling expansion ambitions.

Expansion and rebranding (2019–2021)

In September 2019, Gen.G announced its expansion into the NBA 2K League by launching the Gen.G Tigers of Shanghai, the league's first international franchise based outside North America. The team was formally unveiled on January 19, 2020, during the NBA 2K League Asia-Pacific Invitational in Seoul, with operations centered in Shanghai to tap into growing esports markets in the region. This move diversified Gen.G's portfolio beyond traditional PC esports titles, aligning with the organization's strategy to bridge North American and Asian markets through multi-game presence. On August 27, 2020, selected Gen.G as one of 10 permanent franchises for the Champions Korea (), eliminating annual promotion and relegation risks and providing roster stability for long-term investment in its division. This franchising secured Gen.G's position in Korea's premier League circuit, where the organization had already competed since acquiring the former roster in 2017, enabling focused talent development amid competitive pressures. During this period, Gen.G's Overwatch division, operating as the Seoul Dynasty in the , achieved notable competitive growth, reaching the playoffs in 2019 after a 3-1 victory over the Guangzhou Charge and finishing as runners-up in the 2020 grand finals. These results supported organizational expansion by attracting sponsorships and reinforcing Gen.G's reputation, though the team maintained its core focus on Korean talent pipelines. By 2021, Gen.G further broadened its content ecosystem by signing high-profile creators including , Crownshot, and for multimedia production, enhancing fan engagement across platforms.

Dominance in League of Legends and diversification (2022–2025)

Gen.G achieved significant success in the League of Legends Champions Korea (LCK) starting with the 2022 Summer Split victory over T1 by a 3–0 score, marking their first LCK title. The organization followed this with LCK Spring and Summer 2023 championships, defeating T1 3–1 and 3–0 respectively in the finals. In 2024, Gen.G won the LCK Spring Split and the Mid-Season Invitational (MSI), securing first place at the international tournament. The team's dominance peaked in 2025, with a perfect 18–0 record in the Spring regular season and an eventual playoffs win on September 29, defeating 3–1 to claim the title. Gen.G also triumphed at the 2025 , edging T1 3–2 in the grand final for back-to-back titles, and captured the World Cup on July 21. At the 2024 , they finished third. These results established Gen.G as the preeminent team, with four consecutive domestic titles from 2023 to 2024. No Worlds title eluded them despite consistent top performances. Alongside League of Legends supremacy, Gen.G diversified its esports operations. In October 2022, the organization relocated its division to the Pacific region, where it achieved a second-place finish in the 2025 Pacific League and third at the 2025 Esports World Cup. The PUBG squad maintained competitive viability, securing multiple top-three placements in major events. Gen.G expanded into additional titles, including entries in the and , broadening its multi-game footprint while prioritizing infrastructure for academy and global development.

Current competitive divisions

League of Legends

Gen.G's team competes in the , the top professional league in , and qualifies for international events including the and . The organization has established itself as a dominant force in the LCK, winning the league title five times since 2022: once in 2022, twice in 2023, the Spring 2024 split, and the overall 2025 championship. In the 2025 LCK playoffs, Gen.G defeated 3-1 in the grand finals on September 29, 2025, securing their fifth LCK title and the region's top seed for the 2025 . The team's 2025 season featured exceptional dominance, including a 26-match win streak across the and Esports World Cup, with no losses recorded since the start of the year. At the 2024 , Gen.G achieved a third-place finish, losing to T1 3-1 in the semifinals. Their performance has contributed to high viewership, with the 2024 Worlds match against Gen.G drawing a peak of 4,936,867 viewers, the organization's all-time record for the game. As of the 2025 season, the active roster consists of top laner Kiin (Kim Gi-in), jungler Canyon (Kim Geon-bu), mid laner Chovy (Jeong Ji-hoon), AD carry (Park Jae-hyuk), and support Duro, a lineup emphasizing veteran experience and mechanical precision. Key re-signings in November 2024 included Kiin, Canyon, and Chovy, maintaining the core that drove recent successes. The team also fields substitutes such as Toye (AD carry) and HorangE (support) for depth in tournaments.

Valorant

Gen.G entered the competitive scene in 2020, establishing a roster that competed in regional Challengers circuits. The team achieved moderate success in early events but maintained mid-table finishes, such as consistent 5th-6th placements in VCT 2021: Stage 3 Challengers tournaments. In October 2022, Gen.G shifted its operations to the region, securing a four-year partnership as a VCT Pacific team. This transition aligned with roster rebuilds emphasizing Korean talent, including players like Byeon "" Sang-beom and Kim "" Na-ra, who joined around this period. The move positioned Gen.G within a competitive featuring teams like DRX and T1, where they gradually improved through domestic leagues and international qualifiers. Gen.G's international breakthrough occurred in 2024, with a runner-up finish at VCT Masters , falling 2-3 to Sentinels in the grand final on March 23. The team followed this with a dominant victory at VCT Masters on June 9, defeating Team Heretics 3-0 in the grand final after strong map performances, including 13-4 and 13-3 wins on decisive maps. However, momentum faltered at Champions 2024, where Gen.G exited early with a 1-2 loss to Team Heretics in a winners' bracket match. Across their history, has secured 9 gold medals, 5 silvers, and 5 bronzes in approximately 49 events. Entering 2025, Gen.G participated in VCT Pacific Stage 1, accumulating competitive points but not topping the standings, which were led by teams like . They advanced to at the World Cup 2025, securing a semifinal spot before a 1-2 defeat to Team Heretics. Roster instability emerged late in the year; on October 21, 2025, the organization released core members Kim "t3xture" Na-ra, Byeon "" Sang-beom, Kim "Karon" Won-tae, and Lakia as contracts expired, signaling a rebuild for the 2026 VCT season. This core had featured on duelist roles like Viper and Kayo, Lakia on controllers such as Skye and , t3xture on flex agents like Jett and Raze, on initiators including Yoru, and Karon on sentinels.

PUBG: Battlegrounds

Gen.G's involvement in PUBG: Battlegrounds began in November 2017 when the organization, initially under the KSV banner, acquired two prominent Korean squads to form Gen.G Black and Gen.G Gold. These teams quickly established dominance in domestic leagues, with Gen.G Black securing victory in the PUBG League Pilot Season in February 2018. On July 26, 2018, Gen.G Gold clinched the third-person perspective (TPP) championship at the PUBG Global Invitational 2018 in , , defeating 19 international rivals and earning $400,000 from the event's $2 million prize pool. Later that year, on August 16, Gen.G merged its PUBG divisions into a unified roster to streamline operations and focus resources. The merged team achieved its pinnacle in November 2019 by winning the inaugural PUBG Global Championship (PGC) in , outlasting 15 top squads in the grand finals to claim a $2 million prize—the largest in PUBG history at the time. This victory marked Gen.G as the only organization to win both the PGI and PGC world titles. Subsequent years saw roster adjustments amid fluctuating regional performance, but Gen.G maintained competitiveness in events like the PUBG Korea League and global series. By 2023, the team was designated a PUBG Global , entitling it to dedicated in-game skins and priority tournament slots. As of October 2025, Gen.G fields an all-South Korean lineup featuring players Americano, TOSI (Seong Yun-mo), BeaN (Oh Won-bin), and Orca (Lee Jang-won), with recent additions in January including Americano and Orca to bolster experience in high-stakes play. The squad competes primarily in the PUBG Global Series and Pro League circuits, emphasizing tactical rotations and aggressive fragging honed from early successes. Despite roster turnover, Gen.G's PUBG division has amassed over $4 million in earnings, underscoring its legacy as a foundational force in the game's esports ecosystem.

NBA 2K League

Gen.G operates the , the 's inaugural international and the first without direct affiliation to an NBA team. The team was selected as an expansion in September 2019 and officially unveiled on January 20, 2020, marking the league's push into the region. Its name and logo were revealed on January 31, 2020, during the Invitational in , . The conducted its inaugural in late February 2020, selecting players to represent the team in the league's competitive 5v5 format. Originally based in to foster global expansion, the Gen.G Tigers shifted operations to the in May 2021 for virtual competition amid the ongoing pandemic, utilizing university facilities for training and events. Competing in the Eastern Conference, the team has maintained an active presence since its debut season in 2020. In the 2024 season, the Gen.G Tigers finished 11th with 30 points, qualifying for postseason play where they defeated Magic Gaming 73-57 in a 5v5 matchup during THE TICKET tournament before elimination. The emphasizes player development and international representation, though the team has yet to secure a championship.

Rocket League

Gen.G Mobil1 Racing, the organization's Rocket League division, was formed on September 28, 2022, as a North American team through a partnership between and , focusing on competing in the (RLCS). The partnership emphasizes branding and performance in the vehicular soccer scene, with the team initially featuring players ApparentlyJack, , and noly. The division secured its first major title in the RLCS 2022–23 Fall Split Major, defeating 4–2 in the grand final on December 11, 2022. This victory marked a strong debut, qualifying the team for subsequent international events, including a runner-up finish at the RLCS 2022–23 . Subsequent roster adjustments incorporated veterans like JSTN. (Justin Morales), a former world champion with NRG, alongside MaJicBear (Christopher Acevedo) and others, aiming to sustain competitiveness in the region. In the 2024 RLCS season, Gen.G Mobil1 Racing experienced inconsistent results, securing wins in two North American Open Qualifiers but failing to in majors, leading to early eliminations in international brackets. For the 2025 season, the announced a revamped roster in November 2024 featuring Retals, MaJicBear, and Cheese (Carlos Aguado); however, Cheese departed in September 2025 following the RLCS . As of October 2025, active players include MaJicBear, (Finlay Ferguson), and JSTN., with the team continuing participation in RLCS events such as the Raleigh Major and World Cup. The division also maintains an academy squad, Gen.G Mobil1 Racing Black, for talent development.

Former competitive divisions

Overwatch

Gen.G Esports acquired an franchise slot representing , , in August 2017, purchasing the roster of the highly successful amateur team Lunatic-Hai to form the Seoul Dynasty. The organization operated the team from the league's inaugural 2018 season through 2023, competing in the East Region with a focus on Korean talent. The Seoul Dynasty experienced inconsistent results across OWL seasons. In 2018, the team ended the in 8th place amid high expectations from their stacked initial roster including players like , , and Zunba, but struggled with coordination issues. Performance improved in later years, culminating in a runner-up finish at the 2020 Grand Finals, where they lost 4-2 to the San Francisco Shock on October 10, 2020, after a strong North American campaign. The team secured additional regional successes, such as 2nd place in the 2022 - Season 5 - Kickoff Clash. Despite these highlights, Seoul Dynasty won no league championships, and individual player awards—such as stage MVPs for Fleta in 2018 and 2019—provided limited team momentum. Roster turnover was frequent, reflecting adaptation to meta shifts and performance slumps; notable changes included trading star Fleta to the Shanghai Dragons on November 13, 2019, and integrating new talents like Tobi. Gen.G maintained an academy team, Gen.G Esports, in Contenders Korea, which supported player development but disbanded and reformed multiple times, with its final iteration ending May 25, 2022. Seoul Dynasty's participation concluded with the Overwatch League's dissolution on November 21, 2023, following a vote by most franchise owners to exit after the 2023 season due to declining viability. Gen.G shifted focus to other esports titles, marking as a former competitive division.

Counter-Strike: Global Offensive

Gen.G entered the Counter-Strike: Global Offensive scene in December 2019 by assembling a North American roster that included "autimatic" Ta, "s0m" Oh, Kenneth "koosta" Williams, and Damian "daps" Steele, along with support players and stand-ins. The team participated in tier-2 North American events, such as qualifiers for and Masters, but recorded no top finishes in major international tournaments. Over this initial phase, the division accumulated roughly $100,000 in prize money from regional competitions. By February 2021, Gen.G shifted focus away from CS:GO, placing the core roster on the transfer list amid a broader organizational toward titles like and , rendering the division inactive. The organization revived its CS efforts on February 21, 2024, signing a roster comprising players s1, rosar, heartZ, ScreaMy, and miracle-, supported by a coach, to compete in the Chinese regional ecosystem following the transition to 2. This lineup engaged in domestic leagues and qualifiers, adding modest earnings but without advancing to global majors. The CS:GO division concluded operations in late 2024, with the roster disbanded by , aligning with Gen.G's strategic contraction in non-core titles amid financial pressures in the competitive scene. prize winnings across both phases amounted to approximately $159,500, primarily from lower-tier events, underscoring the division's role as a secondary venture rather than a flagship program. No players from these rosters transitioned internally to other Gen.G divisions post-disbandment.

Apex Legends

Gen.G entered the Apex Legends competitive scene on March 1, 2019, by signing a roster consisting of former players Timothy "dummy" Olson, Christopher "GrimReality" Schaefer, and Ted "silkthread" Wang. The players, drawn from teams like the and Gladiators, transitioned to amid a wave of Overwatch professionals seeking new opportunities following the battle royale's launch earlier that year. The team participated in multiple North American tournaments during 2019, achieving mid-tier results such as 6th place in select B-tier events and lower finishes in others, including 10th and 13th placements in pro league qualifiers and online cups. Overall, the division earned approximately $150,000 in across its active period, primarily from a single major contribution reflective of early prize pools. Despite initial promise tied to the players' prior professional experience, the roster underperformed relative to expectations in the rapidly evolving ecosystem, leading to its release on November 19, 2019. Gen.G subsequently discontinued its official involvement in , shifting focus to other titles amid a strategic pivot away from the title's North American competitive landscape. No further official Gen.G-backed teams have been announced since, marking the division's brief tenure as a former competitive effort.

Other discontinued titles

Gen.G entered the Heroes of the Storm competitive scene on October 24, 2017, by acquiring the rosters of MVP Black and MVP Miracle, rebranding as KSV Black (later Gen.G). The team participated in Heroes Global Championship (HGC) events, earning $660,000 in prize money across four tournaments before disbanding in May 2018 amid the game's declining esports viability. In , Gen.G established a on February 26, 2018, for the Clash Royale League (CRL) , signing players including Cheshen, D.King, XiaoK, and Little Chen. The team competed in regional qualifiers but ceased operations by 2019 as Gen.G shifted focus from mobile titles. Gen.G fielded a roster starting in 2018, leveraging the battle royale's explosive popularity, with players competing in North American qualifiers and early Fortnite Pro Cup events. The division was discontinued around 2020, coinciding with roster instability and Gen.G's prioritization of core FPS and MOBA titles. For Call of Duty: Black Ops 4, Gen.G signed the Team Space roster—Spacely, Maux, MajorManiak, Nagafen, and Havok—on January 31, 2019, marking their entry into the Call of Duty World League (CWL). The team finished third in the CWL Pro League 2019 regular season and reached the at the CWL Championship 2019, but internal changes, including benching Nagafen for Spacely, preceded the division's dissolution after the Black Ops 4 season ended in late 2019.

Achievements and records

Major tournament victories

Gen.G's division has achieved dominance in the , securing multiple titles including the 2025 Season by defeating 3-1 on September 29, 2025. This victory marked their fifth championship and extended a streak of four consecutive domestic titles. Earlier successes include the Spring 2023 Finals, contributing to their record as the first team to win four titles in a row. In , Gen.G claimed its first international title at VCT Masters on June 9, 2024, overcoming Team Heretics 3-2 in the grand final and marking the Pacific region's inaugural major win. The organization's PUBG division triumphed at the PUBG Global Invitational 2018, securing the inaugural . Additional PUBG successes include the 2019 Global Championship, highlighting early prowess before shifts in competitive focus. No major international championships were won in , : Global Offensive, or other former divisions, though regional performances were notable.

Statistical milestones and records

Gen.G established the longest series win streak in professional history with 27 consecutive victories spanning the 2024 and 2025 seasons, surpassing previous benchmarks before T1 ended it on July 25, 2025, during Summer Round 3-5. In the specifically, the organization set records for the longest match win streak at 25 games, the longest overall game win streak at 20, and the longest single-season game win streak at 18, all achieved in 2024. Across 310 professional matches, Gen.G maintains a 75% win rate, with 232 victories and 78 defeats. In recent play as of 2025, the team recorded an 84% win rate over 64 matches, including a record streak of 27 series wins earlier in the year. During the LCK Cup 2025, Gen.G demonstrated statistical dominance with a differential of +96 per minute, +410 at 15 minutes, and a 92.9% win rate when leading at that timestamp. In PUBG: Battlegrounds, Gen.G secured approximately 210 victories across over 2,000 matches since October 2018, reflecting sustained performance in a high-variance genre though without genre-specific streak records publicly documented. The organization's League of Legends division accounts for the majority of its statistical landmarks, underscoring its focus on that title amid varying success in other divisions like Rocket League, where 2024 earnings reached $154,000 across 11 tournaments without standout win rate or streak metrics.

Business operations and impact

Partnerships and sponsorships

Gen.G has established partnerships with various commercial brands, leveraging its esports presence for co-branded activations, merchandise, and event sponsorships. In June 2024, the organization extended its agreement with , a synthetic motor oil brand, to serve as the title sponsor for Gen.G's team in the 2025 season, building on prior collaborations that integrated the brand into team branding and content. The organization announced a partnership with on July 6, , aimed at bridging traditional motorsports and through joint content, fan engagement, and cross-promotional opportunities, reflecting Gen.G's expansion into sim-racing and automotive sectors. has maintained an ongoing collaboration with Gen.G since at least , focusing on co-developed merchandise lines, apparel drops, and branded content that align with the brand's global athletic positioning in . In a related initiative, Gen.G partnered with , fashion designer , and the nonprofit Kids of Immigrants in an undisclosed year prior to 2025 to launch a $1 million scholarship program supporting underrepresented talent. In the food and beverage sector, Gen.G secured simultaneous sponsorships with competing fast-food chains and by late 2025, enabling targeted activations such as in-game integrations and fan events without exclusivity conflicts, a strategy highlighting the organization's flexible partnership model. Additionally, on , 2025, Gen.G revealed an official tie-up with Otoki Daily, a prominent food company, for branding and promotional support during the 2025 . Gen.G has also engaged in gender-focused initiatives, including a 2019 partnership with to form an all-female squad under #TeamBumble, promoting women in through competitive rosters and campaigns. These deals underscore Gen.G's approach to diversifying streams beyond competition prizes, with sponsors benefiting from exposure to its primarily young, digitally native audience.

Global reach and educational initiatives

Gen.G maintains headquarters in , ; , ; and , , with additional operational presence in to bridge major esports markets including , , and the . This structure supports cross-regional team operations, such as initial North American competition in titles like before a 2022 shift to align with strategic priorities, and enables partnerships leveraging local expertise in Asia and the West. The organization's global expansion emphasizes connecting U.S. and Asian ecosystems, as evidenced by its ranking among the world's most valuable esports entities and involvement in international events like the Gen.G Collegiate Cup, which spans multiple countries. In educational initiatives, Gen.G supports programs across over 30 U.S. universities through club networks and official partnerships aimed at integrating into academic curricula. The NextGEN initiative partners with institutions to deliver , specialized training, and experiential opportunities for students pursuing careers in gaming and esports management. Launched in October 2024, the Gen.G Practicum Abroad program provides scholarships to more than 40 U.S. students for intensive two- to three-week immersions in , featuring lectures from industry professionals, hands-on projects, and cultural exposure to Korea's esports sector. By October 2025, it expanded via collaborations with 13 universities, including , , and , to enhance student access to real-world esports skills like event production and .

Criticisms and operational challenges

Gen.G has faced criticism for its handling of geopolitical sensitivities, particularly in content referencing Taiwan and Chinese territorial claims. In December 2023, the organization issued an apology after promotional materials referred to Taiwan as a country, prompting backlash from Chinese audiences and state-affiliated media, which viewed the phrasing as undermining Beijing's "one China" principle. Similarly, in August 2025, Gen.G posted content endorsing China's sovereignty over territories including Taiwan and Hong Kong, which drew accusations of political interference and player endangerment from critics, leading the organization to retract the statement amid ongoing controversy. These incidents highlight operational tensions in balancing markets in China, where Gen.G has sought expansion, against international perceptions, with post-MSI 2025 coverage in China notably omitting the team's achievements despite their victory. In February 2025, Gen.G encountered backlash for using AI-generated video in announcing the signing of chess player , with critics decrying the technology's application as impersonal and indicative of broader detachment from authentic player engagement. Additionally, following Gen.G's 2025 win on July 13, ' client congratulations message omitted the team in some regions, sparking fan accusations of deliberate snub; Riot attributed this to a translation error and issued corrections. Operationally, Gen.G contends with the demanding schedule, exemplified by a July 23, 2025, match against announced with only 12 hours' notice after the team's East West Championship commitments, exacerbating player fatigue in a league where teams reportedly incur annual losses in the millions due to high operational costs and revenue shortfalls. To address health risks from prolonged and mental strain—common in —Gen.G partnered with Ribom Hanbang Hospital in February 2024 for player wellness monitoring and launched a 2019 campaign emphasizing sleep and self-improvement, reflecting acknowledged industry-wide challenges. Roster instability persists, as seen in the October 2025 release of players including post-contract expiration, amid efforts to rebuild for competitive sustainability.

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