The International Cricket Council (ICC) is planning to venture into the mobile gaming market by developing its own cricket game. ICC is bringing this to diversify its revenue sources in between concerns about the potential decline in future broadcast rights value. Despite a rich history of cricket video games, this initiative would be the first of its kind directly from the ICC.
The ICC’s digital team is set to present its plan to the chief executives’ committee at the ICC board meetings in Harare. With previous discussions laying the groundwork, the ICC now aims to secure approval from full members to invite developers to create an initial mobile offering, as reported by ESPN Cricinfo.
Historical context and licensing challenges
Fans of cricket will remember popular games like EA Sports’ Cricket series and Codemaster’s Brian Lara Cricket. However, challenges in licensing player names and likenesses have been a hurdle, partly leading to EA Sports halting its cricket series in 2007. Constructing licensing agreements, particularly for players’ name, image, and likeness (NIL) rights, presents a big challenge for the ICC’s new venture.
Negotiating Player and Team Licensing
The ICC holds NIL rights for teams during its tournaments but needs broad agreements for games featuring national and domestic teams. Negotiations with individual cricket boards, particularly in countries like India and Pakistan without player associations, and the World Cricketers’ Association (WCA) are important. The WCA, allied with Winners Alliance, will manage such deals for players from affiliated associations in countries like Australia, England, New Zealand, and South Africa.
Recent reports show disputes in Australia and New Zealand over NIL rights for digital games; now this brings the complexity of securing these rights. Both Cricket Australia and New Zealand Cricket face challenges from player associations related to player image use in games like the Real Cricket app.
Market Potential and Strategic Importance
The Indian mobile gaming market’s estimated value of around US$3 billion in 2024 represents a big opportunity for the ICC. With indications of declining broadcast revenue, this initiative could offer a vital new income stream. However, acquiring rights from Indian players and IPL franchise names remains important. Early indications suggest resistance from IPL franchises in licensing their names to the ICC’s game.
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