The Nintendo Switch targets young adults - an audience previous Nintendo consoles had left behind.

"Consider gamers as 'uber-consumers', who are not only more likely to buy certain products...but are also more likely to be key

"A lot of core gamers have a negative reaction when they hear free-to-play because they think they’ll get ripped off."

Overwatch's focus on esports partnerships, community building and fluid gameplay place it above competitors in the eyes of esports fans.