In July 2017, the German city of Cologne hosted the ESL One e-sports tournament for 3 days. 16 teams from around the world, competed at the Lanxess Arena. But this wasn’t just gamers playing against each other in front of a hundred or so people. Rather, the venue hosted 45,000 spectators over the 3 days. Even more astonishing was that 180,000 people watched the stream online, and 30 million unique users followed it on social media.