Lucrative market

China's fast-growing e-sports market has become lucrative enough that many unexpected companies from a wide variety of industries are trying to get a piece of pie.

One example is Chinese logistics service giant SF Express' cooperation with Tencent's multiplayer tactics combat game CrossFire. Based on the partnership, air-drop supply crates and care packages bearing the SF Express logo have been added into the game.

CrossFire is exploring similar deals with a diverse range of companies, including Chinese bike sharing giant Mobike, fast food retailer KFC and luxury car brand Buick.

"CrossFire crosses everything, and we are veterans of crossover business cooperation," said Jose Zhu, general manager of the Cooperative Group's marketing department within Tencent IEG.

"In the future, we will have crossover cooperation with other brands to build a crossover e-sports ecosystem that delivers more surprising experiences for users."

Meanwhile, variety shows and reality shows are also eyeing the e-sports explosion. Featuring Chinese celebrities like actress Angelababy, comedian Sha Yi and legendary table tennis player Zhang Jike, a reality show called King Strike, based on hit game King of Glory, has attracted millions of viewers.

Dressed up as the characters of King of Glory, the celebrities have to finish missions in compounds decorated as the battle arena of the game.

The first episode of the show was viewed 96.93 million times online.