Dr Florian Block (Department of Theatre, Film, Television and Interactive Media) delivers his YorkTalk ‘Interactive competitive esports are revolutionising digital creativity and providing deep insights into human cognition’ at the University of York in January 2020. With audiences of 380 million growing at a rate of 20 per cent a year, the esports market in 2018 consumed 2.6 billion hours of content globally. This rich data stream is being explored by Dr Florian Block and his team at York's Digital Creativity Labs as they help develop a cross-reality, highly personalised viewing experience for esports audiences. Funded through the government's Industrial Strategy Challenge Fund immersive technologies for audiences of the future programme, the industry-led Weavr consortium is harnessing York's research expertise in Artificial Intelligence, UX design and human computer interaction. Dr Block shows how York is bringing the UK's creative businesses, researchers and technologists together to create the next generation of highly immersive experiences. This should help secure a hugely lucrative market for UK creatives, while at the same time providing a rich data source for academic researchers interested in human cognition. Learn more about Esports research at the Digital Creativity Labs.