ICC sidelines WCA in favor of direct board negotiations
In a bold strategic move, the International Cricket Council (ICC) has opted to bypass the World Cricketers Association (WCA) as it fast-tracks its entry into the booming mobile gaming industry. According to a report by Cricbuzz, the ICC has chosen to secure players’ rights directly through member boards—rather than negotiating with the players’ union—as it accelerates plans to license and develop a flagship mobile cricket game.
“A clear direction from the April (ICC Board meeting in Harare) meeting was that all players’ rights for this project would be secured through the members. The ICC was not to contract player rights through a third party such as the World Cricketers Association,” stated an ICC note circulated among members at the Annual Conference in Singapore.
This decision lays the foundation for a potentially lucrative initiative that the ICC believes could transform how cricket engages with fans globally through gaming.
Big ambitions for cricket in gaming: “It will be bigger than the movies”
The ICC is banking on mobile gaming as a new growth frontier. Newly appointed CEO Sanjog Gupta pitched the scale of the opportunity clearly to members at the Singapore meeting: “It (mobile gaming in cricket) will be bigger than the movies.”
The governing body aims to identify and finalize a preferred game development partner by October, with the goal of completing all licensing agreements before the next board meeting.
“The aim is to have a preferred partner identified for approval at the October board meetings. (The ICC) management will be in touch with members shortly to formalise the licence of rights required for the mobile game. These agreements will need to be completed by October,” the note added.
Following the Harare board meeting, the ICC initiated an expression of interest (EOI) process, drawing interest from 15 companies. After evaluating their experience in world-class mobile game development and financial credibility, select candidates were issued a formal Invitation To Tender (ITT).
Shortlisted bidders face multi-stage selection process
The ICC’s ITT process has been designed to rigorously vet shortlisted organizations, both technically and commercially. According to the ICC’s internal communication, “The shortlisted organisations will be requested to provide further details on the game such as what type of game they plan to make and how they plan to market and promote the game, which will form the first stage of the ITT evaluation and, if successful at the first stage, the management will then consider their commercial offer for securing the rights.”
The responses from the selected candidates are expected in early September, at which point the ICC will begin presentations, negotiations, and final partner selection.
To guide this process, A&W Capital has been appointed as an independent consultant following a competitive pitch involving firms like Deloitte, BCG, and Sports Five. A&W Capital’s deep experience in India’s mobile gaming sector and its cricketing landscape gave it the edge. The firm will provide an independent valuation of the rights package and recommend revenue distribution models ahead of the October meeting.
Gaming without legends? ICC faces dilemma with retired players
While the ICC is pushing ahead with its strategy, one unresolved issue threatens to complicate its progress: the inclusion of retired cricket legends. Stars like Sachin Tendulkar and MS Dhoni—no longer under contract with the BCCI—remain key fan draws, and their absence could diminish the game’s appeal. The same applies to former greats from other cricketing nations.
Recognizing this challenge, ICC management has requested its board to establish a working group to find a way forward, especially for onboarding iconic players outside formal contractual frameworks.
Cricket looks to cash in on gaming’s explosive global growth
Cricket’s push into mobile gaming aligns with broader global and regional trends. The gaming sector is expanding rapidly, both as a business and a cultural phenomenon.
“The global gaming market size was valued at USD 249.55 billion in 2022 and is anticipated to grow from USD 281.77 billion in 2023 to USD 665.77 billion by 2030, exhibiting a CAGR of 13.1% during the forecast period (2023–2030). Asia Pacific dominated the gaming market with a market share of 46.03% in 2022,” Fortune Business Insights reported.
Meanwhile, the Indian market—cricket’s most lucrative territory—is also experiencing exponential growth. According to PwC India, “the online gaming industry (in the country) is estimated to double to INR 66,000 crore by 2028, with the potential to create an additional 2 to 3 lakh jobs in the next few years.”
What’s next?
Despite the structured roadmap, there’s a growing sense among ICC members that the mobile gaming project could take more than a year to come to fruition. Still, the October board meeting is expected to be a milestone moment—with licensing finalized, a developer chosen, and commercial terms set.
Cricket’s digital transformation is well underway. With mobile gaming positioned as a strategic pillar of growth, the ICC’s ability to navigate rights negotiations, tech partnerships, and the inclusion of icons could define the success of its most ambitious commercial bet yet.
