If your quantifying popularity by how many online users are playing, yes. I believe heroes will follow LoL and Dota2.
In terms of what company can compete with LoL popularity, the only possible candidate is a game by Blizzard.
Grim is a top rank Heroes player and guide creator. He has over 5600games played with Tassadar. So you can be sure you are getting quality content and info. Today, he is currently a free-agent looking for a pro team. Before he was a former member of TeamCurse Gaming and ZDK gaming.
Anything Blizzard touches turns to gold, so I would be shocked if it didn't compete in terms of sheer number of players. Right now it's surprisingly low in viewers on Twitch (<5000 most of the time), but I anticipate that it will soar by the time the game is out of beta. It's definitely more casual than LoL and Dota2, so I think it will be a lot easier for people to understand and get into.
Come check me out on stream! I'm on several times a week, and will be streaming mostly Heroes of the Storm. http://www.twitch.tv/littlered5
I might be wrong, but I heard that there were something like 30 million requests to get into Heroes closed beta. I think that no doubt Heroes of the Storm will have close to as many players that Dota 2 and LoL. I don't know if it will surpass League any time soon, but here's hoping! I also think Heroes of the storm competitive is infinitely more interesting to watch than LoL.
It will definitely get more popular in due time. It finally fully released a few days ago, and the pro scene is right around the corner. BlizzCon NA Tourney is just a week away and more to come, it's going to be exciting.
I believe it's much more entertaining to watch than LoL as well, in HoTS it's not just one person carrying a team like an ADC in LoL can do. You all scale together, level together, and overall the gameplay is easier (in my opinion). I pretty much stopped playing LoL because I enjoy HoTS more because I don't have to worry about an item build, although the talent system is almost the same thing as it's a base of how your hero will be played in a game.
The variety of maps in the game is also fantastic, it's not just 1 map every single game. Each game you'll have different objectives to aim for as a team goal, it's awesome. I'm looking forward to the future of HoTS.
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