It doesn't deserve to be an E-sport based purely on the fact that the game isn't balanced enough to warrant watching. There are far too many meta heroes making the game boring because they're picked so often for that fact. The entire match boils down to the team with more experience on meta heroes and the team that saves their ults for zergs. OWL has barely any substance at all.
I'd be worried that they've seen the potential for making even more money through creating excessive micro transaction necessities like bag space or character slots ala Guild Wars 2.
DarkManiaN_1979's comments