In a move that could reshape cricket’s digital landscape, the International Cricket Council (ICC) is preparing to launch its very first official mobile game. This strategic pivot comes as the governing body braces for a potential decline in the value of future broadcasting rights and looks to diversify its revenue streams in response.
“This isn’t just about creating a game,” said an ICC official familiar with the project. “It’s about creating a new line of sustainable revenue in a rapidly evolving digital world.”
The ICC Enters the Game
While cricket-based video games have been around for decades—think of EA Sports’ Cricket series or Codemasters’ classic Brian Lara Cricket—this is the first time the ICC itself is getting directly involved in the development of a cricket game. The idea has been floated at previous ICC board meetings, but the proposal is now set to take a decisive step forward. During the ongoing meetings in Harare, the ICC’s digital team will formally present its plans to the Chief Executives’ Committee, seeking approval to invite bids from developers.
If successful, this venture would mark the ICC’s debut in a market that has seen considerable growth, especially on mobile platforms. The mobile gaming industry in India alone is estimated to be worth approximately $3 billion in 2024, according to multiple reports. That kind of financial opportunity is too significant to ignore.
Learning from the FIFA Model
The ICC is reportedly taking inspiration from FIFA’s long-running and commercially successful partnership with EA Sports, which only came to a close in 2023 after three decades. That model—of a global sporting body collaborating with a major game developer—sets a benchmark that the ICC would like to replicate, albeit in the cricketing world.
However, one major hurdle stands in the way: player Name, Image, and Likeness (NIL) rights.
The Licensing Labyrinth
Unlike FIFA, which has broader authority over global football players, the ICC only secures NIL rights for players participating in ICC-organized tournaments—and only for the duration of those events. That means any game featuring bilateral series, domestic leagues, or T20 franchises would require separate licensing deals.
In countries without formal player associations, such as India and Pakistan, negotiations will have to be made directly with cricket boards. Conversely, in countries like Australia, England, and South Africa, the ICC must work with the World Cricketers’ Association (WCA), a global players’ body that recently partnered with Winners Alliance—a commercial entity tied to the Novak Djokovic-backed Professional Tennis Players Association (PTPA).
“The licensing issue is the biggest challenge,” said a source involved in early discussions. “Securing rights from each board and player group isn’t just tedious—it’s legally sensitive.”
Recent disputes in Australia and New Zealand offer a cautionary tale. In both countries, player associations are currently engaged in disagreements with their respective boards over player rights in a cricket game available on the Real Cricket app. These tensions could escalate into legal conflicts, further highlighting the intricacies of NIL deals in the digital gaming world.
The Indian Puzzle
India, home to the biggest cricket audience and the cash-rich IPL, presents a unique conundrum. Without a players’ association, there is no collective body to negotiate NIL rights, making the process murky. Adding to the complexity, early conversations suggest IPL franchises may not be willing to license their branding for an ICC-developed game.
That could prove a critical blow. “Without Indian player likenesses or IPL teams, the game could struggle to gain traction in its most important market,” warned a digital media analyst.
A Lucrative But Complex Future
Despite these challenges, the ICC remains optimistic. The rise of unauthorized games using player likenesses without compensation has also fueled the urgency behind this initiative. WCA and Winners Alliance are reportedly keen on cracking down on such violations, aiming to ensure players are fairly compensated.
“There are over 100 games out there using player images without proper licensing,” said one official. “And the revenue being lost to players is substantial.”
For the ICC, stepping into the mobile gaming market is not just about tapping into a growing industry—it’s about asserting control over how cricket is represented digitally, protecting player rights, and securing a more stable financial future.
Whether this ambitious plan takes off will depend heavily on how skillfully the ICC navigates the labyrinth of licensing and partnerships. But one thing is clear: cricket’s governing body is ready to play a different kind of game.
