A new international organization has been established to promote e-sports. The Global E-sports Federation was launched with the backing of Chinese multinational conglomerate Tencent in Singapore. It is planning to host its own flagship international games by the end of 2020. China's gaming market has entered a stage of in-depth development. Chinese gaming database Gamma Data reports the industry generated sales revenue of over 30 billion U.S. dollars in 2018, up by more than 5 percent year-on-year. The report said there were over 620 million game players in China. That's an increase of more than 7 percent from 2017. According to e-sports analyst Newzoo and consultants PwC, China will soon overtake South Korea as the second largest e-sports market after the U.S. in 2019. So why are e-sports growing so fast worldwide? What's the appeal? James LaLonde, co-founder of Yodo1, a Beijing-based mobile gaming platform built on AI technology, shares his views on this industry.