The head of enhanced gaming says the inaugural May event in Los Angeles will change perceptions

Martin hopes to organize a winter version of the improved Games, making it a bi-annual event, as well as one-off trial attempts to improve existing world records.

It also aims to expand into triathlon, providing a platform for the dope athlete to complete an Ironman distance event in unprecedented time.

Enhanced’s business model is based on its events being great sales pitches to promote supervised drug and supplement programs to the American public.

It’s not yet on sale, and Martin expects it to be available by February.

Publicity generated from games can also be shared with other brands in partnership and sponsorship deals.

Traditional money makers for sporting events, such as media rights and tickets, do not yet make up a significant part of the balance sheet.

The games will be streamed for free on YouTube initially, with 2,500 tickets given away to the temporary Las Vegas arena, which includes a four-lane pool and 100-metre track, rather than being sold.

“We don’t need everyone in the world to like us, everyone in the world to be a fan of us or to buy everyone into what we do,” Martin said. “We’re okay with people who disagree with it.

“I also love the Olympic system. I went to Paris last year and it was one of the best sporting events I have ever been to.

“The Olympics should always remain the same. Over 10,000 athletes in every sport you can think of, the world coming together to celebrate, forget the wars and share our love of sport – it’s amazing.

“We’re just something very, very different. We’re both after our own things within our own rights.”