Cricket’s global governing body eyes gaming as digital revenue and engagement opportunity
The International Cricket Council (ICC) is preparing to develop its first-ever official mobile cricket game, marking a major strategic shift as it seeks to deepen year-round fan engagement and diversify revenue beyond traditional broadcasting streams.
According to ESPNcricinfo, the ICC’s digital team is currently awaiting final approval to begin development of the project. If greenlit, it would be the ICC’s first direct venture into building and owning a cricket video game, rather than licensing rights to external developers as it has done in the past.
First-party gaming: a new frontier for the ICC
While cricket-themed mobile games like Real Cricket, World Cricket Championship, and Stick Cricket have long been popular in app stores, this initiative would be the first time the ICC develops a game in-house or under its direct ownership.
Historically, the ICC has relied on licensing deals with third-party studios to produce games linked to its marquee tournaments. This new approach reflects a shift toward a more hands-on, potentially more lucrative presence in the rapidly growing mobile gaming market.
A digital strategy aligned with Gen Z and global growth
The game is part of a broader ICC strategy to expand its digital footprint and engage fans beyond live tournaments. In recent years, the ICC has increased investment in original digital content, social media activations, and influencer-led campaigns. A proprietary mobile game could act as a year-round engagement tool, especially appealing to Gen Z and younger millennial audiences.
The move mirrors trends across other global sports bodies, many of which have developed games featuring career modes, fantasy team building, and interactive match simulations based on real players and fixtures.
Licensing hurdles may lie ahead
While gameplay details, developer partnerships, and a release timeline remain unconfirmed, one key challenge the ICC must navigate is licensing. To use player names and likenesses in the game, the ICC would need clearance from players’ associations and national boards.
Notably, the World Cricketers’ Association—represented by Winners Alliance—holds rights on behalf of many international players. This could complicate negotiations and may delay the game’s development or affect the depth of player representation.
Next steps and industry impact
The ICC is expected to provide more details once internal development approvals are finalized. If successful, the game could become a powerful new fan touchpoint—not just during ICC events, but as a continuous platform for global cricket engagement.
With TV rights revenues under pressure and competition for younger fans intensifying, the ICC’s foray into gaming signals a bold bet on the future of how cricket is consumed and celebrated worldwide.
