Chinese retail giant Alibaba has announced a computer games tournament with a prize pool of $5.5m.
Once the preserve of teenagers with too much time on their hands, elite gaming is big business.
The new World Electronic Sports Games tournament will begin in April and last until December, and is open to gamers worldwide.
They will compete online and at live events, with a number of popular games featured such as Dota 2, Starcraft 2 and Hearthstone.
But League of Legends - owned by Alibaba TenCent - will not be part of the lineup.
The base prize pool is the largest in e-sports, and it could get larger through crowdsourcing.
But the $5.5m (£3.88m) war chest is a drop in the ocean for Alibaba - which earned $1bn in revenue in just eight minutes at one point last year.
E-sports are increasingly popular, with professional gaming teams emerging and tens of millions of regular online viewers.
The industry was worth around $750m last year, a figure that's expected to grow to $1.9bn by 2018.
Last month Sky Sports screened the grand final of the FIFA Interactive World Cup.
It saw 32 of the world's best FIFA gamers battling for supremacy in New York City.
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