"It made sense from X Games' perspective," Reed said. "The audiences are similar: youth, fun to play with, and they like music, sports and gaming. So it all kind of lines up with [the X Games] audience."
A three-day ticket to X Games Austin will cost $89 and allow holders access to the MLG tent and other attractions at the festival. There also will be an upgraded ticket option for reserved seating inside the MLG tent, a gift bag and other perks. Ticket information can be found here.
The "Call of Duty" franchise is one of the best-selling series in gaming history, but first-person shooters like COD feature realistic violence. "Call of Duty" games can't be bought by anyone under 17, and ESRB rules will be followed at X Games. No one under 17 can enter the tent at X Games without a parent or guardian.
"The subject matter is mature and it's not something that is going to be right for everybody, but there's a huge section of the audience that plays these games," DiGiovanni said. "You'll see when these games are released -- one of the main places they are advertised is on the ESPN networks."
New York-based MLG claims better than a 1,500 percent growth in online video consumption over the past four years and 600 percent growth in total audience over the past three. Much of the interest in e-sports comes from South Korea, Japan and China, but video game tournaments and leagues are rapidly growing in the American market.
There is also money to be made by the competitors. Some of the top professional video gamers can earn over six figures, and many have become celebrities within the gaming community. Having a league that can provide a living wage for many of its professionals was one of the early goals of MLG. Now that it has achieved sustainability, the league is looking to grow in areas where its audience already is, like the X Games.
If the Austin event is successful, MLG and X Games may look to expand their relationship, possibly making on-site gaming a regular attraction at X Games.
"Ideally, we get the [X Games] brand to travel in the gaming space and drive some engagement with an X Games audience," Reed said. "If the tent is full and people are enjoying it, then it's a success."