As cricket’s digital presence continues to grow, the ICC is opening the door to developers who can help the sport engage its next generation of fans.
The International Cricket Council (ICC), in partnership with its 12 Full Member Boards, has launched an Expression of Interest (EOI) process to find a partner capable of developing a world-class mobile cricket game.
The call to action invites leading game developers, publishers and gaming ventures to propose ideas for a mobile title that reflects the global scale and heritage of cricket. Those shortlisted will be invited to a formal tender process, with EOI submissions due by June 27.
“Cricket has one of the most passionate and diverse fanbases in global sport,” said ICC Chairman Jay Shah. “This project represents a unique opportunity and step forward to reimagine how cricket is experienced and celebrated in the digital world.”
A new era for cricket gaming
While the cricketing governing body has previously licensed titles such as ICC Cricket 2005, ICC Cricket 2007, and, more recently, Cricket 19 by Big Ant Studios, this new initiative represents a shift in approach.
Instead of licensing out branding, the ICC and its Full Members are now unifying behind a single digital gaming vision. This approach will ensure the game better reflects cricket’s diversity, avoiding past issues where certain countries or players were left out.
“By bringing together the ICC and its Full Members, we are laying the foundation for a cricket game that engages the modern audience and reflects the global scale of our game,” Shah added.
The aim is to create a mobile game that authentically represents cricket’s global fanbase and heritage while also reimagining the fan experience through storytelling and modern game mechanics.
This project is also designed to appeal to younger audiences, a demographic that sports organisations continuously seek to engage. Mobile gaming offers a way to connect with these fans, allowing players to engage with the sport anytime and anywhere.
What others are doing
Fan engagement through gaming is fast becoming a pillar of sports strategy, particularly for those seeking to modernise their reach.
Earlier this year, Six Nations Rugby partnered with Monopoly Go!, the mobile game by Scopely, marking its move into the gaming space. Instead of building a standalone rugby title, the tournament integrated branded content and themed features into an existing game.
The result was a burst of exposure for rugby on a new platform and access to millions of players who may not have otherwise interacted with the sport.
Speaking to Insider Sport at the time, former England captain Matt Dawson praised the move as a smart commercial play, especially as it created a pathway into the US market, which the sport has traditionally failed to penetrate compared to the rest of the world.
“There is a huge slice of the sports pie in America that lends itself to being keen into rugby,” Dawson said. “Maybe previously we’ve just tried to throw the game out there and hold matches, but this is looking at it from a different perspective.”
