Activision Blizzard is aiming to become one of the eSports industry's biggest players by opening a new competitive gaming division helmed by former ESPN and NFL Network CEO, Steve Bornstein. 

Bornstein will serve as chairman, and will be joined by Major League Gaming co-founder Mike Sepso, who's been named senior vice president. 

"I believe eSports will rival the biggest traditional sports leagues in terms of future opportunities," said Bornstein. "Between advertising, ticket sales, licensing, sponsorships and merchandising, there are tremendous growth areas for this nascent industry."

Further demonstrating its eSports ambitions, the publisher recently lifted the lid on the Call of Duty World League, a multi-tiered tournament that gives professional and amateur gamers the chance to win a cut of a $3 million prize pool.