Gillette is the latest brand to tap into the e-sports market, courtesy of its new tie-up with Twitch, to form the Gillette Gaming Alliance. With brands looking to align themselves with disruptive culture, the shaving giant has made the pivot into this emerging but lucrative industry.

E-sports is a well-established spectator sport, and Nike is the latest brand to get on board, with sponsorship of China’s famed League of Legends Pro League. The sportswear giant has followed in the footsteps of Puma and Adidas, tapping into people's desire to engage with unconventional sports.

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?