LoL: "You can't just be better and win, you gotta take a risk," Gen.G CEO on building a lasting legacy

In recent years, two esports powerhouses have dominated the LCK and the global scene: T1 and Gen.G. While T1’s supremacy has been well-established since 2013, Gen.G emerged on the international stage in 2018, inheriting the spot and roster of the then-world champions, Samsung Galaxy. Their CEO, Arnold Hur, who is very active on social media, recently participated in a lengthy interview on Daniel "dGon" Gonzales' YouTube channel.

During the 48-minute conversation, Arnold opened up about the club’s evolution since joining the league, how they have built one of the world’s greatest League of Legends organizations, shared inspirations drawn from other leading esports teams, and highlighted the top qualities of his current 2025 roster. Below is the essence of what Arnold shared in the video, although some details are intentionally omitted. For a fuller understanding, watching the interview itself is recommended.

Gen.G’s rise began under the name KSV Esports when they entered the LCK in the spring of 2018. At that time, Arnold Hur stepped into an esports landscape that lacked sponsorship funding and clear guidance for building a successful team. Despite these challenges, KSV laid the foundation for what would become one of the world’s premier esports organizations.

Arnold admits, “The first thing we learned is that we knew nothing… the industry has changed a lot.” At the time, sponsors offered free products, and sometimes only discounts. Since then, Gen.G’s focus has shifted from chasing instant success to building for the long run. “We don't expect to come in and win everything [with expansions]. We expect to come in, understand the scene, understand how it works, and then grow for the long run.”

Rejecting the “hands-off parent company” approach, Gen.G built an integrated system: scouting, data analytics, diet, and exercise, all designed to ensure that “any player who joins our system leaves with a higher and better trajectory.” Early cultural challenges included convincing players and coaches to participate in content and turning the org from a financial entity to a connected family. Something they are still working on in 2025.

Gen.G’s journey involved learning from top global orgs, and Arnold is quick to credit their strengths:

But Arnold is humble: “I honestly think we need to do a better job of [storytelling]. Our roster is a little more introverted, and the organization needs to take the lead.” Gen.G’s latest initiative features both content for core fans and new programs aimed at casual or new followers, recognizing that some players prefer to let their gameplay speak.

Arnold's admiration for Park "Ruler" Jae-hyuk, Gen.G's star botlaner, resonates deeply in every anecdote and reflection. He sees Ruler as the embodiment of relentless drive, stating, “The best winners are those who don’t just love winning—they hate losing more. That’s Ruler.” This trait manifests most powerfully in moments of adversity. After Gen.G’s crushing defeat at Worlds in 2018, while most players would have taken time to decompress, Arnold recalls that Ruler was back in the practice facility within 48 hours, his aversion to losing so profound that Arnold noted, “It’s like his stomach physically hurts when he loses.”

When Ruler moved to JD Gaming in China, the departure was emotional, but it came with a heartfelt promise to Arnold: “If I ever come back to Korea, it’s with Gen.G.” True to his word, Ruler returned for the 2025 season, continuing his legacy with the team that shaped his career.

Yet Ruler’s value extends well beyond his statistics and highlights moves. As a leader, he stands out in his mentorship of younger and academy players, investing genuine care in their development. Arnold describes his leadership style as “funny, light most of the time, but when he turns serious about winning, everyone pays attention.” It’s this balance that allows Ruler to be both approachable and authoritative: “the older brother confident enough to get made fun of and, when he’s serious, people listen.” He praises Ruler for knowing how to keep the team in a good mood, joking around, and being relaxed most of the time. When Ruler needs to focus and get serious, everyone listens right away because they trust him, and that’s what makes him a great leader.

Arnold shines a light on the distinctive mindsets of Gen.G’s key players, emphasizing how each contributes to the team’s collective success. Jeong "Chovy" Ji-hoon is described as such by his own CEO: “Not just a top player but the organization’s current rock. He’s grown immensely in shot calling and leadership. Every failure for him becomes the next challenge.” He praises him for always pushing himself and the team forward.

Kim "Kiin" Gi-in, though often overlooked by casual fans, commands respect within the inner circles of the sport. Arnold describes him as “one of the best” thanks to his remarkable versatility, whether playing strong side, weak side, or applying and absorbing pressure. Kiin’s impact on the game is profound. Despite his often understated presence, his value as a competitive asset is undeniable.

Arnold described Joo "Duro" Min-kyu as a “hidden gem who far exceeded expectations,” praising his ability to influence the draft phase. He was particularly impressed by Duro’s “killer mentality,” which has added important depth and maturity to Gen.G’s roster. Arnold recalled how Duro calmly handled the pressure of their home stand environment, comparing it humorously as seeing “low park but with more people,” praising his ability to quickly adapt.

Arnold admires how these four stars—Ruler, Chovy, Kiin, and Duro—continuously shift roles and adapt to what the team needs most at any given moment. This approach, he says, echoes the mentality of basketball legends like Kobe Bryant, who exemplified selflessness and dedication in pursuit of team glory, highlighting an ethos focused on putting the team’s success above individual accolades.

GEN.G's CEO praises Lee "Faker" Sang-hyeok’s four-year contract extension with T1 as “great for esports," reinforcing the value of long-term deals that let fans grow with teams and players. Such extended commitments create stability that fosters deeper narratives and fan loyalty over time.

Arnold also expresses strong support for the expansion of LCK’s road shows, praising the concept as a vital way to bring esports culture closer to fans. “I want to see more road shows in more cities, in more countries,” he says, encouraging more teams to take risks with innovative formats and themes to keep the fan experience fresh and engaging. As he puts it, “that’s a win.”

On the fan engagement front, Gen.G recently opened its GGX Cultural facility, which Arnold describes as a community hub designed to offer more than just competitive play. “We want to create a place where Gen.G fans or anyone interested in esports can enjoy the best of gaming culture, watch parties, events, pro coaching, and shopping,” he explains. Given that many Gen.G players are introverted and less vocal, Arnold sees the organization’s role as vital in telling the team’s story, helping fans connect with the personalities and culture behind the gameplay. This blend of experiential spaces and storytelling underlines Gen.G’s commitment to growing a strong, inclusive community both online and offline.