Gen.G keeps IAMBRAND for 2026 creator deals

A renewed deal locks in four major Korean creators for Gen.G's 2026 content push alongside agency IAMBRAND.

Gen.G and IAMBRAND run it back

• Gen.G re-upped its deal with IAMBRAND for 2026.
• IAMBRAND handles YouTube ads and creator management.
• Gaming and esports remain the agency's core focus.

Creator roster stays locked in

• SOOYA, DUDAN, PIPPI, and SOOPI are still partnered.
• SOOPI previously collaborated with Gen.G's PUBG squad.
• PIPPI serves as GenCity's official EA FC ambassador.
• Earlier LCK content mainly featured Annyeongsuya and Dudan.

Multi-game content system on the way

• League of Legends, PUBG, and EA FC get covered.
• Joint content planning and brand campaigns are planned.
• Offline promotions will tie into online material.
• IP-based projects and branded collabs are expanding.

What the bosses had to say

• Arnold Hur wants a deeper, broader fan experience.
• Hur's goal blends online and in-person engagement.
• Shim Hyun-bo called it a fresh esports-MCN growth model.
• Shim teased joint IP planning for 2026.

Gen.G bets on esports education

• Arizona State University partnered up for career development.
• Young aspiring esports professionals are the target audience.
• Astra Creatives Ghana LBG launched a dedicated program.
• Ghanaian esports enthusiasts get professional-track support.