ESPNCricInfo eyes all-in-one cricketing experience for World Cup

Introduces big data analytics tool 'Insights' for wholesome analyses

As the first ball finds its length across the 22-yard pitch at Hagley Oval in New Zealand’s Christchurch on Saturday for the first match of Cricket World Cup (CWC) 2015, ESPNCricInfo is leaving no stone unturned to provide a smooth experience for their audience during the event.

The company, which claims to have the largest digital and editorial operations for cricket globally, has introduced a tool named ‘Insights’ by blending big data analytics with cricket. For example, using the tool one can predict the probability of Virat Kohli playing in a certain zone against a particular left-hand bowler. Insights will go live from Saturday, the first day of CWC.

“It is essentially a marriage of cricket analytics and data and something which we have always had but just built the tools around it,” said Ramesh Kumar, head, ESPNcricinfo and ESPN Digital Media India. “Unlike in cricket, big data analytics have become well-defined tools in other sports such as baseball and basketball. We map every cricket ball in multiple dimensions, be it in any time zone. Various coaches and players have been around us to get this data. So, this tool will be available for free only up to a certain layer.”

For cricket teams, who will essentially require a deeper analysis, it will be made available as a subscription-based service.

‘Insights’ is an additional feature apart from the already popular EspnCricinfo Matchpoint that looks at a game around the game and involves pre-game, post-game and critical analysis with regular coverage, this time done from Australia.

Video features, including contenders and analysis of top teams such as players to watch out for, past matches and analysis by cricketers like Graham Smith and Rahul Dravid, was already available on the site as a build up to the world cup.

In addition, ESPNCricInfo have secured rights in the US for livestreaming CWC for fans on a subscription-based model. While the company does not enjoy the rights in India, it will look at apt video-content packaging in India.

“Though match streaming is important, more important is to cleverly content the video value for users. We will continue to focus on video content in non-rights market through feature-based contents, match-point and game around the game initiatives,” said Kumar.

Providing seamless multi-screen experience, including video contents, is also a focus area.

One of the major shifts in the four years after last CWC is the increased user base via the mobile app. “Mobile traffic outstands the desktop traffic. Hence, the app has been already updated on both iOS and Android platforms and within a few days on Windows,” said Nirmal Kizhakkeveetil, product manager – mobile.

“Also, we expect new users coming in through social media and especially in the shorter format of the game,” Kumar said. “A whole deluge of audience comes through social media. People engage with their digital devices even if they are watching matches on big screens. So, offering interesting and instant tit-bits on what the match flavour is like, games or quizzes, etc, integrated with their social networks are also on the cards.”

Bursting myths that the recent events of unsuccessful overseas of Team India and IPL scams have dampened the cricketing sprits of the country, Kumar said, on the other hand, India’s 2011 CWC victory and the establishment of IPL as a product resulted in increasing the number of audience. The company has registered a 150 per cent growth in audience in a year.