The British Esports Association's acting chief executive Chester King has said here today he thinks there is a lack of awareness about the different types of e-sports, while revealing he is due to meet with International Olympic Committee (IOC) representatives later this month.
Last month, IOC President Thomas Bach expressed reservations about whether e-sports can be considered a pursuit worthy of serious consideration for a place on the Olympic programme.
Bach admitted when asked about the issue by insidethegames that, in his personal view, some of the games contested as part of e-sports are contrary to the "Olympic rules and values of sport".
He highlighted that, during a visit to Silicon Valley in early 2016, he met one representative who was "very proud that since the invention of a game, something like 400,000 cars have been destroyed".
King described the IOC, whose representatives he is due to meet in two weeks in London, as having been "cautious" regarding e-sports and expressed his belief that there is limited understanding over its variety.
"President Bach said that he met someone last year and someone said in our game, 400,000 cars have been destroyed," he said here at the Telegraph Business of Sport conference.
"So he said well 'that's not really the values of the IOC', which I agree with 100 per cent.
"I think there's an education needed with the IOC to say what are good games.
"I think every game has its own benefits on strategy, if you're playing one-versus-one or if you're playing as a team."
Bach also highlighted last month that there is no recognised world governing body to administer the sport.
King, however, put a positive slant on this.
"At the moment it's good because there isn't an International Federation that's recognised," he said.
"Part of what we're doing with the IOC is hopefully coming together with about seven countries that have the right values.
"British Esports is a not-for-profit [organisation] that's becoming a charity and that's going to be independently run and will have the right values.
"So I think up to now people have been doing their own thing, which has been brilliant.
"But for it to be accepted in the mainstream there's got to be kind of a clear strategy on what to do."
E-sports is set to become an official medal sport at the 2022 Asian Games in Chinese city Hangzhou following the announcement of a "strategic partnership" between the Olympic Council of Asia (OCA) and Alisports.
The OCA claimed this was a reflection of the "rapid development and popularity of this new form of sports participation among the youth".
E-sports is also due to feature as a demonstration sport at next year's Asian Games in Indonesian cities Jakarta and Palembang.
Alisports is the sports arm of Chinese e-commerce giant Alibaba, which became a member of the IOC's The Olympic Programme (TOP) sponsorship scheme this year.
Voters on a recent insidethegames.biz poll overwhelmingly ruled that e-sports should not be classed as a sport.
A total of 85.71 per cent of people who voted said it should not be considered a sport.
Just 14.29 per cent disagreed and supported its sporting status.
The annual Telegraph Business of Sport conference, which aims to steer the UK sports industry to growth, innovation and collaboration, is in its third year.