G2 Esports partners with PUBG Mobile to grow Western Europe scene

G2 Esports is betting that Western Europe is ready for more than a sponsor logo. The organization’s new partnership with PUBG Mobile Esports, announced June 15 in Berlin, is built around a simple test: can a bigger brand and a bigger publisher turn a thin mobile scene into a real competitive ladder for players who have mostly grown up in PC and console ecosystems?

Registration for the 2026 PUBG Mobile Club Open Western Europe Wildcard opened the same day, giving amateurs an entry point right away. From there, the path is already laid out: the PUBG Mobile Global Open Western Europe Finals are set for September 11 to 13, 2026, followed by the PMCO Western Europe Finals on September 14. G2 said its in-house production arm, 62, will handle media buying and tournament operations, a sign that the deal is meant to do more than slap a crest on a broadcast.

That operational piece matters. Western Europe has long had the players, but not always the layered infrastructure that makes a regional mobile circuit feel permanent. G2 CEO Alban Dechelotte said the region is only scratching the surface of mobile esports compared with Asia, and Shaowei Chen, head of Western Europe Publishing at PUBG Mobile, called the market one of the title’s most promising growth frontiers. Together, those comments point to the real promise here: more tournaments, clearer qualification steps, and a local scene that feels like a system instead of a one-off event.

PUBG Mobile Esports is backing that push with a 2026 competitive structure that stretches far beyond one region. The season includes PMGO, PMWC at the Esports World Cup in Saudi Arabia, and PMGC, whose finals will be held in Turkey. The qualification rules are changing too, with PMGC spots now earned through PMGO and PMWC qualification points rather than directly through regional leagues. PUBG Mobile’s Esports Hub also lets regional and multi-regional organizers apply for tournament licenses, which could give Western Europe more third-party events and more chances for aspiring teams to stay active between official stops.

For G2, the move also taps into old familiarity. The organization already has PUBG history, having announced a PUBG Europe League roster back in 2019. Now it is bringing that experience to a mobile title at a moment when PUBG Mobile Esports is reshaping its partner ecosystem, including a 12-team global partner program with guaranteed entry to PUBG Global Series events, revenue sharing from exclusive team skins, and additional funding. If this works, the result will not just be another brand partnership. It will be a sturdier ramp from Wildcard registration to the international stage.