The popularity of e-sports is exploding across Europe and has been bolstered by the news that the 2019 final ofLeague of Legendswill be held in Paris. With e-sport revenues reaching hundreds of millions of dollars, the sport is being embraced by the French, who want to give it a spirtual home in Europe.

The popularity of e-sports is growing in Australia and the industry is projected to be worth $21 million by 2022, driven by tech advancements making the pastime more accessible. Brands looking to advertise to Aussie Gen Y and Gen Zers would do well to position themselves in this market.

Not long ago, it was inconceivable that video games would be anything more than a niche pastime, let alone a path to a lucrative career. Yet e-sports now attract millions of fans and major brand sponsorships. How did they come to rival to traditional sports? And can they achieve mainstream success?

Each year, millions of people around the world eagerly snap up the latest instalment in the FIFA video game series. But beyond updating squad lists, graphics and in-game mechanics, how is EA Sports positioning the 2018 edition to find new audiences while keeping loyal fans satisfied?