ICC cricket show tech-driven fan experiences



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ICC new digital experience Image: ICC

Cricket fans are being able to savor never before seen insights on the game they love through the International Cricket Council (ICC’s) new digital experiences launched for the ICC Men’s T20 World Cup 2022 presently underway in Australia.

‘ICC’ stated that the 2021 event in Oman and the UAE delivered outstanding global engagement with a record total of 2.55 billion minutes of action consumed across the ICC’s digital assets. A total of 618 million fans engaged with the tournament on digital platforms, a 28 percent jump from the Men’s Cricket World Cup 2019.

Dubai (UAE)-based the International Cricket Council (ICC) is the global governing body of cricket. It was founded as the Imperial Cricket Conference in 1909 by representatives from Australia, England and South Africa. It was renamed as the International Cricket Conference in 1965, and took up its current name in 1987.

The 2022 ICC Men’s T20 World Cup is the eighth ICC Men’s T20 World Cup tournament. It is being played in Australia from October 16th and will continue till November 13th, 2022. Originally, the tournament was to be held in 2020, however, in July 2020, the International Cricket Council (ICC) confirmed that the tournament had been postponed due to the COVID-19 pandemic. In August 2020, the ICC also confirmed that Australia would host the rearranged tournament in 2022.

‘ICC’ further stated that now the ICC are taking digital coverage to the next level for the tournament in Australia, with a range of new world-leading activations on the official mobile app – available on iOS and android – and tournament website t20worldcup.com.

The dedicated tournament app is leveraging rich data to create a world-first 360-degree visualization of the tournament’s biggest sixes in the match center.

And for the first time, fans are being able to see live fielding positions thanks to live data from the ICC’s Official Data Supplier Sportradar.

The ICC is leveraging the latest technology in its app to deliver a new vertical video experience powered by artificial intelligence (AI)-generated match highlights, which will complement the content being published across ICC channels on Facebook and Instagram as part of ICC’s groundbreaking partnership with Meta.

The ICC is working with Meta to bring Instagram Reels producers from India, Australia and New Zealand to the ICC Men’s T20 World Cup to create content that will reach a new and younger audience.

Fans in the stadium are getting access to new interactive features that enable them to help create world-class live experiences, including in stadia voting for what music will be played at matches and being a part of interactive light shows at certain events.

At certain matches, fans are also being able to engage in a ‘Big Time’ immersive augmented reality (AR) experience.

Said Finn Bradshaw, the ICC’s Head of Digital, “The ICC is dedicated to using technology to elevate the cricket fan’s experience, whether they are in a stadium in Perth (Australia) or on the bus in Pune (India). All of these new features on the official ICC App are designed to take them closer to the game they love and feel a closer connection to this amazing event. We hope this means every cricket fan in the world can easily find the information they need and the content they love.”

While the ICC takes its non-live coverage to a new level this event, its Broadcast Partner Disney Star and its licensees are showcasing the live matches on a global basis along with highlights, pre-/post-shows and other programing.

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