With hundreds of millions of people glued to their screens from Beijing to Bristol, around the world the video gaming industry continues to surge in popularity.
From school-children battling on Fortnite in their bedrooms, to adults on their daily commute tapping away at Candy Crush on their smartphones, video gaming has become as intrinsic a ritual of modern life as watching television was for earlier generations.
And the financial rewards are colossal too.
With new releases such as Red Dead Redemption 2 and Fifa 18, the industry is expected to generate $138bn (£110bn) in sales this year, up over 48pc from $93bn in 2015.
Yet despite its huge popularity, the industry is facing a powerful backlash….