Fortune reports that “male millennials are spending a record amount of time watching professional video game tournaments. And Coke, Intel and Nissan are just some of the brands taking advantage.”

“Anyone who still has doubts about the validity of eSports, or electronic sports, needs only to look at videos out of the sold-out KeyArena in Seattle from Valve’s Dota 2: The International tournament. Over 10,000 people watched team Newbee defeat Vici Gaming three games to one in a best-of-five format to take home just over $5 million of the over $10 million in cash handed out on July 21. Vici Gaming went home with nearly $1.5 million and the third and fourth place teams, Evil Geniuses and DK, also went home winners with over $1 million and over $819,000, respectively.”

“While the majority of the millions of global fans watched the action via livestreams on their PCs and connected devices, ESPN3 covered the action just like it would an NFL or college football game… One trend that’s clear with eSports is the crossover into holding major events in traditional sports venues.”