Explore the rapidly growing world of eSports in this insightful 18-minute Web Summit conference talk featuring industry experts Kieran Holmes-Darby from Excel eSports, Tim Reichert from FC Schalke, and Ed Malyon from Independent. Delve into the origins and evolution of eSports, its relationship with traditional sports, and its impact on broadcasting and football. Discover how non-endemic brands are entering the space, learn about eSports' popularity in Germany, and understand strategies for appealing to a wider audience. Gain valuable insights into educating viewers about eSports and the lessons traditional sports can learn from this digital phenomenon. Conclude with a compelling argument for why eSports is not just a passing trend but a permanent fixture in the world of competitive entertainment.