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Even as the first ball lands on the 22-yard pitch at Hagley Oval in New Zealand’s Christchurch on Saturday for the first match of the Cricket World Cup (CWC) 2015, ESPNCricInfo is leaving no stone unturned to provide a smooth experience to audiences 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. 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. It is something which we have always had, we just built the tools around it,” said Ramesh Kumar, Head of 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 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 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, is already available on the site in the build up to the World Cup.
In addition, ESPNCricInfo has 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 video-content packaging.
“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 content, match-point and game around the game initiatives,” said Kumar.
Providing seamless multi-screen experience, including video content, 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 unsuccessful form of Team India overseas and IPL scams have dampened the cricketing sprit of the country, Kumar said, India’s 2011 CWC victory and the establishment of IPL as a product saw increase in the audience number. The company registered 150% growth in audience in a year.
