George originated from the Zala branch of the extended gens (clan) Péc, which had large-scale possessions in several counties of Transdanubia, in addition to other parts of the Kingdom of Hungary.
His father was Lucas, a staunch supporter of King Andrew II of Hungary,[1] who presumably served as Master of the cupbearers in the royal court from 1229 to 1230 and also held various ispánates.
George had three sons from his unidentified marriage; Denis was an influential baron and skilled military leader during the second half of the 13th century, while Serfesd and Peter, who were referred with the surname Nevnai and Ludbregi after their residence, present-day Levanjska Varoš and Ludbreg, respectively, remained landowners among the local nobility along the Drava River.
[3] George possessed large-scale landholdings and estates in the northwest corner of Slavonia, the borderland of Zala, Varaždin (Varasd) and Križevci (Kőrös) counties.
[5] For his service, George was granted Ludbreg sometimes before 1248, as Béla IV referred to him "neighbor lord" during an act of land donation near Koprivnica.