Esports organisation Gen.G has announced that it will continue its partnership with South Korean marketing agency IAMBRAND for 2026. IAMBRAND is a multi-channel network (MCN) and marketing agency that focuses on YouTube advertising and creator management, particularly in gaming and esports.

Under this new deal, Gen.G confirmed that popular Korean content creators, including SOOYA (218k subscribers), DUDAN (148k subscribers), PIPPI (288k subscribers), and SOOPI (252k subscribers), will continue as Gen.G Partner Creators. Previously, creator collaborations related to the LCK mainly involved Gen.G partner creators Annyeongsuya and Dudan.

Gen.G specifically mentioned that the collaboration will also include SOOPI who previously worked with the Global Partner Team (GPT) Gen.G PUBG team, and PIPPI, the official ambassador for the EA FC project GenCity.

The two companies are also planning to build a multi-game creator collaboration system covering League of Legends, PUBG, and EA FC. In addition, the renewed partnership deal terms mention a broader creator marketing collaboration that includes joint content planning, brand partner campaigns, and offline promotions. Gen.G explained that the goal is to connect online content with in-person fan experiences.

Global Esports Industry Week (GEIW) will return in 2026 with a bigger and bolder edition, taking place across 18–21 June in Cologne, Germany, alongside IEM Cologne. The schedule and details about ticket sales are available in this link.

Finally, Gen.G and IAMBRAND are planning to expand their collaboration further through IP-based joint content and branded projects while continuing to strengthen fan engagement and brand partnerships.

Arnold Hur, CEO of Gen.G, said (translated from Korean), “By expanding our partnership with IAMBRAND, we will expand our creator lineup and deepen the fan experience by broadening the range of content that Gen.G fans can enjoy both online and offline.”

Shim Hyun-bo, CEO of IAMBRAND, said (translated from Korean), “The expansion of our partnership with Gen.G is a new growth model created by the combination of esports and MCN,” and added, “In 2026, we will expand to include joint IP planning and branded projects, creating collaborations that more fans and brands can enjoy together.”

Beyond working with content creators, Gen.G is also investing in esports education. The organisation recently announced a partnership with Arizona State University to support young people looking to build careers in esports. At the same time, Gen.G is collaborating with Astra Creatives Ghana LBG to launch a dedicated program for Ghanaian esports professionals and enthusiasts.

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