Mathieu Lacrouts is the co-founder and CEO of Hurrah.group, the first communications group dedicated to esports and gaming. Mathieu started his venture into gaming back in 2004 when he started playing Counter-Strike. He then attended his first tournament game in 2006 and has been an esports fan ever since. Coming from a traditional advertising background working for brands like Netflix, Red Bull, Pathé, or Warner, he wondered why no brands were producing creative and authentic content for gamers like himself – which, in 2015, led to the creation of the first ad agency dedicated to gaming & esports: Hurrah. The name was inspired by the intense emotion fans feel when watching a game, and Hurrah was uniquely positioned to support mainstream brands in their gaming and esports endeavors. Seven years later, and after successful collaborations with blue chip brands like Coca-Cola, BNP Paribas, or Renault, Hurrah went from a creative ad agency to becoming the first communications group dedicated to gaming & esports. It now encompasses three companies: ● Hurrah.agency — An award winning agency delivering creative ad campaigns to esports fans and gamers. Clients include Nestlé, HP, Domino’s and more. ● Hurrah.media — A full-service media buying agency dedicated to broadcasting tailored ads to esports fans and gamers. Clients include Riot Games, Sloclap, G2 esports and more. ● Hurrah.studio — A production studio specialized in delivering crafted content for esports fans and gamers, with an ambition to bring Virtual Production to the sector. Clients include Ubisoft, Logitech, Epic Games and more.