Electronic sports tournaments are well adapted to dynamic scheduling. A dynamic approach for scheduling e-sports tournaments based on a modification of the Swiss system design is proposed. We use Colley's method to update all competitors' ratings at every round. The ratings are used for maximizing game fairness and viewers' utility in the integer programming formulation of the team pairing and game scheduling problem solved at each round. The approach was validated using real-life data from the 2020 Honor of Kings World Champion Cup group stage and further evaluated using randomly generated test problems with up to 80 competitors, illustrating the applicability of the approach.