PUBG Mobile has named German content creator Janicka Gaming as its first dedicated ambassador for Western Europe, part of a partnership with G2 Esports intended to grow the game's competitive footprint in the region, Esports Insider reported.
Janička was already in PUBG Mobile's partner programme before the ambassador role was created. She hosts weekly competitive rooms on the official PUBG Mobile Germany and Western Europe TikTok accounts, streamed the PMSE Finals in 2024 and ran preparation streams for the PUBG Mobile European Series in 2023. The new arrangement formalises that relationship, with G2 and PUBG Mobile Esports supplying resources for tournament coverage, watch parties and explainer content.
What the role changes
Her output shifts from gameplay clips and memes toward esports coverage. G2 and the publisher provide in-game currency and prizes for her community, professional analytics for her videos and livestreams, and help building a content strategy.
As an ambassador, I connect the PUBG MOBILE community with its esports scene. Previously, my content focused mainly on relatable gaming memes, funny in-game moments, and gameplay. Now, I'm excited to focus more on esports content, such as short explanation videos, watch parties for official tournaments, and esports-related livestreams.
The programme is aimed at a gap between casual play and competition. Janička said many capable players never enter tournaments such as the PUBG Mobile Club Open because they do not know how to register and assume esports is reserved for elite players.
The biggest reason is a lack of self-confidence and a lack of knowledge about the PUBG MOBILE esports scene. I personally know many players who can easily clutch a 1v4, but they still believe they're not good enough.
Creators instead of teams
Investing directly in creators rather than only funding teams or leagues is, in her view, a more sustainable way to grow the scene, because creators reach audiences that do not already follow competitive play. Esports Insider, which put the question to G2 Esports chief executive Alban Dechelotte, describes mobile esports in Europe as considerably underdeveloped next to Asia, and frames a wider rollout of the ambassador programme as central to closing that gap.
Janička said the first weeks of the partnership had already gone into explaining registration to her audience and showing that the Club Open is built for ordinary players.
