The (mobile) game is on: ICC plans to launch its own game to broaden revenue sources

The ICC is preparing to launch its first-ever mobile cricket game as it seeks to diversify its revenue streams amid concerns that future broadcast rights may not yield the same record-breaking returns as before.

While cricket games have entertained fans for decades — from EA Sports' Cricket series to Brian Lara Cricket on consoles — this marks the first time the game's global governing body is venturing into developing its own title. The move is seen as an effort to tap into the rapidly expanding, lucrative mobile gaming market.

The ICC’s digital team is expected to present its plans to the Chief Executives’ Committee (CEC) during board meetings starting today in Harare. Though previously discussed, the ICC is now seeking approval from Full Members to issue a tender for developers, aiming to start with a mobile platform.

With the mobile gaming market in India alone projected to hit around USD 3 billion in 2024, the timing seems strategic. Yet, despite the promise, the path forward is complicated — especially regarding name, image, and likeness (NIL) rights for players.

The ICC currently secures NIL rights for squads only during its own tournaments. For a comprehensive game featuring bilateral and franchise cricket, it would need to strike deals with individual boards — particularly in countries like India and Pakistan that lack player associations — and with the World Cricketers’ Association (WCA), which represents players in Australia, England, New Zealand, and South Africa.

In 2024, the WCA entered into a long-term partnership with Winners Alliance, a commercial arm of the Novak Djokovic-backed Professional Tennis Players Association (PTPA). This group will manage NIL negotiations on behalf of affiliated cricketers. While the WCA is aware of the ICC’s ambitions, it hasn't formally responded to the proposal.

Recent disputes involving Cricket Australia and New Zealand Cricket underscore the challenges ahead. Both boards are entangled in legal disagreements with their respective players’ associations over NIL usage in the Real Cricket mobile app. Interestingly, New Zealand Cricket had already signed a separate NIL deal with another app in India. Meanwhile, WCA and Winners Alliance have a NIL agreement with Real Cricket, raising the stakes in the licensing landscape.

A major hurdle for the ICC will be acquiring NIL rights for Indian players, given the absence of a centralized players’ union. Another key element will be securing the rights to IPL team names, though early indications suggest franchises may be unwilling to collaborate.

An ICC official familiar with the situation noted that over 100 companies currently use players’ likenesses in games without proper authorization or revenue sharing — a gap the WCA and Winners Alliance are eager to close.

Despite the legal and logistical complexities, the ICC sees this venture as a crucial opportunity. As the value of traditional media rights potentially plateaus, the mobile gaming space offers a dynamic new frontier for cricket’s digital evolution — one that could redefine how the game engages with its global fanbase.

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