For the viewer, it's a more flexible and customisable experience than Twitch and YouTube. If you're a fan of a particular team, or want to gather tips on how they play, you can have a dedicated player feed as your main window. Or, to make it feel more like an "event," you might want to switch in a couple of facecams during a knock-out Street Fighter competition like Evo. Gfinity also offers an integrated chat window on the right-hand side, meaning you can comment on the game (or hand out some friendly smack-talk) with some like-minded fans without leaving the action.

Gfinity is gambling at the moment. The company lost £3.6 million (roughly $5.3 million) during its first full year of operations, however its revenues also climbed to £560,828 ($820,587). It's burning through cash in the hope that it can grow to a size where it's profitable. That will need to come through physical and digital ticket sales, as well as its partnerships with advertisers, sponsors and league organisers. The arena in Fulham Broadway shows promise, and its ESPN-style commentary is getting better. Along with its new Tournament Builder app for the Xbox One, the company is slowly establishing itself as a premier eSports provider.