Video game publishers increasingly are eager to take advantage of the growing popularity of esports when they set out to develop and release new games.

“Our mission is really how do we design games from the get-go, from the ground floor to be esports-ready,” Ubisoft’s senior director of esports Che Chou said Tuesday during TheWrap’s GamingGrill. “We don’t go out to create esports games. The production teams out there, they have a bunch of creative minds, they’re out there designing games. Our job is to educate them on, ‘OK, you have this awesome game, how do you make it esports ready when it comes out?’”

Esports has ballooned to become wildly popular in recent years, so much so that more people tuned in to watch last year’s League of Legends world championship than they did to watch Super Bowl 53 between the New England Patriots and the Los Angeles Rams.

Still, there are limits for video game companies in capitalizing on the trend. “You can’t bludgeon gamers into turning a game into an esport. It starts with community. We don’t control which of our titles becomes an esport,” Chou said. “We ship five or six games a year… not every game is appropriate to become an esport. We’re not going to go into ‘Assassin’s Creed’ or any of the single-player games and try to make that competitive because it doesn’t make sense.”

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