Konami Digital Entertainment Co. saw the Asian Games, the world's second-largest multisport tournament after the Olympics, as a prime opportunity to boost demand for its game "Pro Evolution Soccer," which was used in the Asiad's competitive video gaming tournament.
In addition to firms in the gaming industry like Konami, an increasing number of other Japanese companies are making a belated entry into the lucrative esports market, in which 380 million people are estimated to watch livestreaming globally, generating potentially enormous revenues for advertisers, automakers and other businesses.
Promoters say esports is "universal" since it is open to people regardless of age, physical ability or gender, while people can also enjoy it by just watching the competition.