UK pay TV giant Sky TV and free-to-air broadcaster ITV have teamed up with Ginx TV to launch Ginx eSports TV, the U.K. and Ireland’s first 24-hour channel devoted to online gaming.  Both ITV and Sky are taking minority stakes in the business, which will be dedicated to the growing popularity of eSports, where viewers watch gamers play sporting vidgames.

The channel, formerly known as Ginx TV, will launch on Sky on June 23, and will be programmed in Sky’s sports section. It was previously on cable TV service Virgin Media.

Ginx eSports TV will showcase and host major eSports tournaments from across the world, including Turner’s ELeague tournament, Faceit’s eSports Championship Series, and Valve’s The International Dota 2. Other content partners include Riot, Activision, EGL, Gfinity.

The channel will also be distributed to an additional 23 million households outside the UK and Ireland, reaching a total 37 million homes, which it claims makes it the world’s largest eSports channel.

“Ginx eSports TV aims to add significant mainstream TV exposure to the fast-growing eSports ecosystem,” said Ginx TV chief exec Michiel Bakker. “Complementing online streaming, with an entertainment-led approach, the launch on Sky and the rebrand across all our 37 million households allows us to help new audiences discover eSports and hopefully gives core fans a fresh perspective.”