Technology in sport is clearly growing day by day: it helps clubs and organisations connect with fans and audiences, it helps sports to grow and it helps officials to get decisions right. It helps everyone: technology exists to make life easier.

But sometimes technology makes things take turns no one expected. Like with esports. It does feel weird that anyone would want to sit down to watch other people play video games. But then why would you want to sit down and watch other people play football, or cricket, or snooker? So really, why not?

But the problem with broadcasting esports seems to have less to do with a lack of interest from the public and more to do with a lack of imagination in broadcasting at present.

Most sports allow for broadcasters to show different angles, to change the viewing angle both to break up the monotony provided by a single camera angle and to add an insight from another point of view. These different angles don’t really exist in esports – how many angles of a TV screen can you possibly use?

But, according to VentureBeat, New York-based company Genvid is aiming to bring a revolutionary new approach to esports broadcasting.

Up until now, the focus within the broadcasting of esports tournaments has been on the players, rather than the spectators, meaning that spectators often find it hard to follow the action. Genvid, however, wants to change that.

“Esports has a completely inverted business model today compared to what it should be. Major League Baseball doesn’t make money selling bats and balls to players. It makes money from sponsors and fans watching it,” Jacob Navok, founder and chief executive of Genvid, told VentureBeat’s GamesBeat in an exclusive interview.

It’s probably the right approach. Esports may never be as popular as established sports, but that doesn’t mean they will get no following whatsoever. It is already estimated that esports attract $325m per year in sponsorships, and if competitions are marketed to spectators watching live esports broadcasts then you’d imagine that number would increase.

Recently, professional football teams have been signing the best players of EA Sports’ FIFA series to represent their clubs, and it does look like eSports are on the rise.

Making it into more of a spectator sport is almost a no-brainer, and the possibilities are great: an extension of sports teams to include their official gamers could be a winner, and as gaming gets more and more advanced, the level of skill and mastery grows, making the admiration for the players greater. At present, it wouldn’t be surprising if many viewed esports and professional gamers with suspicion.

This is the latest in a step to market esports and to create a spectator sport out of what was once a distraction or a pastime. But given the money involved and the potential to get big names like professional football clubs on board, it would be surprising if it doesn’t take off at all.