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.

Boasting over 45 million players and the Twitch record for most live viewers on a stream, third-person shooter Fortnite Battle Royale has taken the gaming world by storm. But given that it uses a free-to-play model, how is it avoiding the controversy that often surrounds in-game microtransactions?

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.

Best known for its vibrant settings and gratuitous violence, Grand Theft Auto V has been given a new lease on life online. A single mod has turned it into a community-led RPG that has as many spectators as it does players, demonstrating how open gaming worlds can foster large-scale collaboration.