Global esports organisation G2 Esports has launched a new AI assistant called Sami to help fans quickly find information about the team. The tool was built in partnership with Theta Labs and is now live on G2’s website and Discord as of February 18.

Sami is based on G2’s mascot and is designed to answer fan questions instantly. For instance, G2 fans can ask about match schedules, player stats, team rosters, tournament results, and standings across all of G2’s esports teams.

Instead of waiting for a reply on social media or searching online, fans can now get answers right away. The esports organisation also explained that AI has been trained using G2’s history, achievements, and even its well-known memes. This allows it to respond in a way that matches the team’s style and personality.

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.

The AI agent runs on Theta EdgeCloud, Theta Labs’ distributed GPU network designed to support high-performance AI workloads. The infrastructure enables scalable, always-on functionality across web and Discord environments, making sure that fans can access information at any time, regardless of geography.

Mitch Liu, CEO of Theta Labs, said in a public statement, “G2 doesn’t do things halfway, so it made sense to build them an AI agent that can keep up with their fans’ energy and deliver instant answers about everything from LEC dominance to which tournament their CS team is playing in next. We’re proud we’ve created something that fits their community and is simple for them to implement. What we’re seeing across our esports partnerships is that fans want immediate access to information 24/7, and our AI agents make it possible to deliver that level of engagement consistently across every channel, but with its own distinct personality.”

Theta Labs has rapidly positioned itself as a preferred AI partner within the esports ecosystem. In addition to G2, Theta EdgeCloud powers AI agents and fan engagement experiences for several leading organisations, including Cloud9, Sentinels, FlyQuest, Evil Geniuses, NRG, Gen.G, Dignitas, 100 Thieves, Method, and Team Heretics.

Subscribe to On The Radar, a weekly wrap up of esports business stories, and the fortnightly Heat Map, a deeper dive into the stories across esports business and culture.

Follow The Esports Radar on social media: