Yahoo has launched three live shows covering various aspects of the PC eSports landscape. Late Night League is a weekly half-hour show hosted by Mark Zimmerman focusing on the most popular eSport title in the world: Riot Games’ League of Legends. Tilted is a half-hour show that features a rotating panel of eSports experts discussing the top PC eSports games, including Counter-Strike: Global Offensive and Dota 2. And Rivals is a brand new show that’s focusing on the rivalries that develop across competitive gaming.

Lisa Utzschneider, chief revenue officer at Yahoo, said that the media company was attracted to the overall growth of the eSports industry. She said the approach the company is taking with eSports is consistent with how Yahoo has led in sports and fantasy sports coverage.

“We wanted to deliver 24/7 first-class media coverage around the personalities of the industry,” Zachary John, product team manager at Yahoo ESports, said. “It’s critical to define unique video content franchises like the Yahoo ESports Live Show, where our personalities can interact with leaders in the industry in an informal setting and share the stories behind the stories about the personalities showcased in the industry.”

Yahoo partnered with a League of Legends university team to bring the first quarterly season of Rivalries to life.

“The goal for this first season is to bring common sports rivalries that Yahoo connects with through its collegiate coverage to eSports,” John said. “Fans can vote on their favorite college eSports rivalries online and watch in real-time as the community decides which five rivalries we’ll highlight.”

Yahoo will send its editorial and video team to each of the 10 schools that make the top five rivalries list this fall. Yahoo and Riot previously worked with key universities that have established rivalries across traditional sports, as well as eSports teams and clubs, to create the list of 12 rivalries for fans to vote on. Over 20,000 votes have been cast already.

Beginning November 4, eSports teams will compete in League of Legends for bragging rights at livestreamed events that will feature live college audiences. The series will run for five straight weeks.

John said eSports fans want to be part of the conversation with these shows, so Yahoo is asking them what they want to see through online voting and real-time social media interactions.

“A lot of the big eSports events like the League of Legends Worlds in Los Angeles and ESL One in New York City aren’t accessible to a lot of fans,” John said. “Rivalries is a way to create a framework for fans to decide who’s playing, where they’re playing and what they’re playing for. And it allows us to bring eSports to the audience at colleges across the country.” John said the series has been established so that Yahoo can focus on other games in the next season, and continue with college competition or invite pro gamers into the mix.

Utzschneider said there’s an opportunity to work with advertisers to potentially provide scholarships in future seasons, or even cash prizing if professional teams are added to the mix.

“A lot of our audience is engaged on mobile devices or on a desktop and they want to have an interactive element,” John said. “This allows us to bring ad messages through media through things like polling back-and-forth with experts. Our user is already online, so we’re taking advantage of being an only-screen experience, rather than a second-screen experience.”

Utzschneider said brands love being able to engage directly with this audience online. General Mills committed to a year of sponsorship for Yahoo ESports Live as well as select ESL coverage, including the ESL One New York, which took place on October 1-2. ESL will run some of Yahoo’s coverage on its own ESL TV online network.

“General Mills has been a long-standing partner for many years and they’re excited to partner in this new initiative and reach this young demographic,” Utzschneider said. “Both with eSports and live video in general, we’re receiving strong demand and interest from ad partners. It’s still early days for us in eSports.”

Yahoo kicked off ad week in New York last week with its eSports plans and Utzschneider said she’s received great feedback from ad partners who are very interested in this space and interested in connecting with this young consumer demographic.

“We’re fully aware that this audience has incredibly high expectations from a user experience and brand perspective, and we’re taking extra steps to ensure any brand integration feels right for the audience and will be well received by the audience,” Utzschneider said. “We’re making sure that brands that do sign up resonate with this audience. General Mills’ Reese’s Puffs is a perfect fit for this younger millennial audience.”

For now, Yahoo is focused on the big games. John said that the site consistently receives a large amount of traffic from League of Legends, and games like CS:GO and Dota 2 receive big spikes around major events. Overwatch has been a consistent traffic generator since Blizzard launched it earlier this year.

“We’re also seeing a strong draw for Street Fighter and Super Smash Bros. because there’s not as much content for those games,” John said. “We haven’t focused a lot on console games to date. We need to be credible, and we’re always looking for experts in each game.”