Cricket, a sport rich in tradition, is embracing modern technology to provide world-class experiences for players and fans. Cricket Australia, the national governing body of the sport, seamlessly integrates heritage with cutting-edge innovation. This approach ensures that cricket in Australia remains accessible and engaging, from community matches to major international tournaments like the Border-Gavaskar Trophy.
A Cloud-First Future
At the core of Cricket Australia’s transformation is a robust technology strategy. This strategy focuses on delivering exceptional experiences across the board, whether for elite players, community cricketers, or fans watching from home. “Our priority is engaging everyone who loves cricket,” says Don Elliott, General Manager of Technology at Cricket Australia.
Cricket Australia turned to Microsoft Azure in 2018 to augment its capacity and flexibility, achieving a fully cloud-based system. “The cloud has been a game-changer,” explains Elliott. “We can now handle peak traffic and manage vast data more efficiently.” Since then, they have managed to quadruple their workload while cutting costs by half.
Enhancing Fan Experience
In a bid to push fan engagement further, Cricket Australia introduced the AI Insights feature to its Cricket Australia Live app. This innovative tool serves as a matchday companion, offering fans detailed text-based updates that provide context beyond live scores and commentary. “Knowledge fuels passion,” says Kieran McMillan, Head of Customer Experience. “As fans learn more, they become more invested.”
AI Insights leverages Microsoft Azure OpenAI Service, Azure CosmosDB, and Azure SQL to deliver real-time insights. In collaboration with HCLTech and Insight Enterprises, Cricket Australia ensured smooth front-end development and robust back-end infrastructure. The app was officially launched during the Women’s Ashes Test match in January 2024, showing promising results. “Future updates will personalise insights for both novices and experts,” McMillan adds.
The platform also features vertical video integration, inspired by popular apps like TikTok, offering immersive highlights. Personalisation tools such as the ‘For You’ section and player-based notifications further enrich the fan experience, connecting them to the game year-round.
Cricket Australia explores further applications of AI, including generative AI for creating custom content like match summaries and push notifications, enhancing the overall engagement and user experience.
Strengthening Grassroots Cricket
Grassroots cricket forms the foundation of the sport in Australia. With 70% of community matches now live-scored digitally, Cricket Australia’s PlayCricket app is driving participation. Players can review pivotal moments through AI-powered highlights, while parents receive notifications about their children’s performance. “The app fosters pride and connection,” McMillan states.
Research indicates that players who use PlayCricket are more likely to return for subsequent seasons. “We’re transforming local experiences by connecting players to fan-level content,” McMillan adds.
AI promises to take grassroots cricket further with automated match reports, tailored player profiles, and coaching insights derived from performance data. However, a solid foundation of data management is crucial for unlocking these possibilities.
Partnership Powerplays
Cricket Australia’s success is built on strong partnerships with technology giants like HCLTech, Microsoft, and Insight Enterprises. HCLTech has been a Digital Technology Partner since 2019, playing a role in transforming Cricket Australia’s platforms and digital experiences.
“HCLTech has impacted the entire cricket ecosystem, from grassroots to elite levels,” says Sonia Eland, Executive Vice President and Country Manager for Australia and New Zealand at HCLTech. “We’re proud to help Cricket Australia deliver superior outcomes.”
Microsoft has also been instrumental, deploying applications like Microsoft Teams and Microsoft Viva Insights to improve collaboration and employee experiences. Sarah Carney, National Chief Technology Officer at Microsoft Australia and New Zealand, is optimistic about future AI integrations.
“AI is transforming fan engagement, offering dynamic, real-time experiences that go beyond traditional broadcasts,” Carney says. “We’re excited about the possibilities for future generations.”
Insight Enterprises, another key partner, contributed back-end software development and implementation. “AI Insights exemplifies AI solutions transforming sports engagement,” says Veli-Matti Vanamo, Chief Technology Officer for Asia Pacific at Insight. “We’re excited about the future potential.”
Cricket Australia’s innovative use of technology not only enhances fan engagement but also boosts participation in grassroots cricket. Through strategic partnerships and a cloud-first approach, Cricket Australia is redefining the digital cricket experience.
As the sport continues to evolve, leveraging AI insights will be crucial in providing fans, players, and coaches with valuable information, connecting them to the game like never before.
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