ICC Eyes Mobile Gaming Venture to Tap Into Cricket’s Digital Boom

The International Cricket Council (ICC) is preparing to launch its first-ever mobile cricket gaming project, targeting the fast-growing market as a new source of revenue amid concerns over future broadcast rights valuations.

The proposal will be discussed at the ICC board meetings starting today in Harare, with the governing body seeking approval from Full Member boards to begin the tender process for game developers.

The news marks the first time the ICC directly steps into mobile gaming development, aiming to secure a share of a lucrative industry that has long been dominated by private developers. Mobile gaming, particularly in cricket-mad markets like India, has seen significant growth, with the sector’s value in India alone estimated at around US$3 billion in 2024.

However, the project faces significant hurdles — most notably in securing player name, image, and likeness (NIL) rights. While the ICC controls these rights for participants during its own tournaments, any game featuring bilateral or domestic cricket would require separate agreements with national boards and the World Cricketers’ Association (WCA).

Complicating matters further, markets like India and Pakistan do not have formal player associations, meaning the ICC would need to negotiate directly with boards or individual players — a process historically fraught with difficulty.

There is also precedent for conflict in this area. Cricket Australia and New Zealand Cricket are currently involved in disputes with their respective player associations over the use of player images in digital gaming platforms. Meanwhile, the WCA, in partnership with Winners Alliance — a group managing players’ commercial rights — is actively working to protect player revenues from unauthorized use in gaming products.

Despite the complex landscape, the ICC sees this gaming venture as a crucial strategic move, especially as it anticipates a possible decline in the soaring value of future broadcast deals, which may dwindle due to the popularity of franchise leagues.

For now, the ICC will look to secure approval from its member boards before proceeding to the next stage of development — a step that could shape the future of cricket’s digital footprint.