Grace Ashiru
The cricket landscape in South Africa may soon undergo a significant digital transformation, with the integration of artificial intelligence and blockchain technology aimed at enhancing the sport’s appeal among fans and opening up new avenues for revenue for stakeholders. A recent trial involving LootMogul, a sports technology firm from India, Cricket South Africa, and the Durban Super Giants has demonstrated a notable rise in engagement on cricket gaming platforms, suggesting a promising future for digital advancements in the sport.
Vibhu Srivastava, the head of digital marketing at LootMogul, commented on the results, stating, “This showcases the considerable potential for upcoming business ventures.”
On February 23, LootMogul revealed the outcomes of their month-long trial, demonstrating significant success in their innovative approach. By integrating AI, blockchain, and metaverse strategies, the platform witnessed a remarkable monthly average of 4.05 million visits. This resulted in an average of 48,177 new games played monthly and a 242.5% increase in monthly game activity.
This initiative aimed to merge the realms of physical and digital cricket, delivering a comprehensive and engaging fan experience. In a notable move, the collaboration involved generating virtual replicas of South African cricket stadiums and players, along with all aspects of the game. These digital versions are presented as interactive games on various online platforms, offering fans an authentic and immersive cricket experience from the digital sphere.
LootMogul, the interactive gaming platform, has been designed to enhance fans’ engagement with sports all year round, not just during live events. This feature ensures a continuous connection with the sport.
On December 5, Cricket South Africa joined forces with LootMogul, while the partnership with the Durban Super Giants was revealed in January, marking LootMogul as the official Cricket Metaverse Gaming Partner.
Since a British test side first toured South Africa in 1888, the country has emerged as a significant player in global cricket. Although cricket faced challenges during the Apartheid era due to sanctions, it witnessed a revival post-1994, becoming a national sport embraced by all South Africans. Currently, South Africa ranks fifth in the world test rankings and third in the one-day international (ODI) rankings.
LootMogul’s interactive gaming platform aims to deepen fan engagement with sports beyond live events. However, within domestic borders, cricket still trails behind football and rugby in terms of spectator interest. Cricket South Africa is on a mission to enhance the sport’s fanbase.
This push towards digitization, which leverages technology and artificial intelligence, seeks to create a stronger bond between the sport and its fans, thereby increasing its allure.
The potential for expanding the fanbase in South Africa is evident, considering the global surge in cricket’s popularity. The sport’s inclusion in the 2028 Los Angeles Olympics highlights its growing international presence.
Enhancing and revolutionizing the fan experience is what we’re leaping into with the future of cricket,” remarked Pholetsi Moseki, Chief Executive Officer of SA Cricket, during the program’s rollout in December.
The introduction of AI into cricket represents the latest step in Africa’s expanding use of artificial intelligence in sports. This spans from analytics of players and assessment of statistics to the management of games.
Moreover, the initial success of AI application in South African cricket underscores the potential for similar advancements in other African countries where cricket is a significant sport, such as Zimbabwe, Namibia, and Kenya.
