Credit: Based on original reporting from Insider Sport
The International Cricket Council (ICC), in collaboration with all 12 Full Member Boards, has launched an ambitious global search for a partner to build a world-class mobile cricket game — a move that could redefine fan engagement in the sport.
With an Expression of Interest (EOI) process open until June 27, this initiative marks a pivotal shift from licensing to co-creation. Rather than merely lending out logos and likenesses, cricket’s global governing body is now curating a unified digital gaming strategy — one that represents cricket’s multicultural heartbeat and future commercial aspirations.
A New Era of Digital Cricket
Cricket games have historically been sporadic and fragmented — from ICC Cricket 2005 to Cricket 19 — and often lacked the player rights or national coverage needed to appeal globally. This project changes that.
“Cricket has one of the most passionate and diverse fanbases in global sport,” said ICC Chairman Jay Shah. “This project represents a unique opportunity to reimagine how cricket is experienced and celebrated in the digital world.”
By aligning all stakeholders under one digital umbrella, the ICC aims to produce a game that:
- Reflects cricket’s diversity and global scale
- Integrates modern storytelling, progression mechanics, and social gameplay
- Engages Gen-Z and mobile-first audiences
- Expands cricket’s cultural footprint beyond traditional markets
Why Mobile Gaming Matters Now
The average Gen-Z fan spends more time on mobile than watching linear broadcasts. Mobile gaming represents the new stadium — always on, always connected. The ICC’s strategy is clear: if fans aren’t coming to cricket, cricket must go to them.
This is also part of a broader trend. Earlier this year, Six Nations Rugby integrated branded content into Monopoly Go!, targeting casual players and the U.S. market — a creative detour from simply building a rugby game. The outcome? Increased exposure, strategic reach, and a modern form of brand intimacy.
Cricket has even more to gain. With India alone boasting over 700 million mobile users, and markets like the UK, Australia, and Pakistan increasingly mobile-centric, the ICC’s decision to go all-in on mobile gaming is both cultural and commercial gold.
Why This Is More Than Just a Game
At 365247 Consultancy, we view this as more than a digital experiment — it’s a landmark shift in sport-tech convergence and a strategic signal for all cricket stakeholders, rights-holders, and brands.
What this means for stakeholders:
- Cricket Boards: A new monetization path through in-game assets, team modes, virtual tournaments, and NFT-driven fan rewards
- Sponsors: Native integrations, branded tournaments, influencer-led campaigns, and real-time product placements
- Franchises & Leagues: Deeper fan data, gamified CRM tools, and year-round fan touchpoints
- Developers & IP Holders: A long-term seat at the table with cricket’s highest governing body
This project won’t just gamify cricket — it will digitally institutionalize it, just as FIFA did for football or NBA 2K for basketball.
And the opportunity isn’t just to build a game — it’s to build a universe.
Whether you’re a developer looking to bid, a sponsor aiming to integrate into the game world, or a cricket board considering how to amplify your digital IP — we can help you shape the right strategy, partnerships, and pitch.
Book a Strategy Session with 365247 Consultancy. Schedule your introductory call here.
Let’s explore how your brand, property, or venture can play a winning role in cricket’s digital future.
