Client: Middlesex County Cricket Club

Engaging fans across generations with one of the world's most iconic cricket clubs

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Middlesex County Cricket, a name synonymous with tradition and cricketing excellence, sought to bridge the digital divide with its varied fan base. This led to two distinctive projects, 'Know Your Cricket' and 'Junior Puzzles', each with a distinct target demographic yet unified in the objective of fostering a deeper engagement with the cricket community.

Supporter engagement since 2019

In 2019, the curtains rose on 'Know Your Cricket', a digital prediction game tailored specifically for Middlesex fans, unlike traditional prediction/fantasy games which tend to be league wide. This initiative wasn't merely a casual flick; it was a well-timed drive to bolster engagement. Our product, with the help of Middlesex, is an intuitive platform where fans can pit their cricketing knowledge with other fans and even a club legend to 'prove' they know their onions.

Players pick their Middlesex Fantasy Three, one batter, one bowler and one all-rounder scoring points for their performance in the match. Players also predict the result and the number of runs scored in the first innings.

A loyal user base

Throughout the season, players compete in leagues - season, monthly and competition specific - with prizes on offer for the winners.

The player can also create a friends league, inviting other players to compete for bragging rights in their social circle.

Finally, badges are earned for the player's achievements throughout the season, meaning there's always something to play for.

The 'stickiness' of the game is proven by the player statistics:

  • 89% user retention season to season
  • 68% of users made 30+ predictions in a 36 match season
  • 38% of users made a prediction for every game!

Live match udpates

Using the NVPlay API, Know Your Cricket gives players a live update on their scores, ball by ball, through the match.

Our girls have already asked about their Middlesex membership for next year. Initiatives like Know Your Cricket will reap great long term rewards for County Clubs, it creates bonds far greater than just a scorecard and appeals perfectly to the next generation.

A Player Middlesex Know Your Cricket

A junior member puzzle club

Building on the success of “Know Your Cricket,” the next step focused on engaging the junior members club. In 2021, this effort culminated in the launch of “Junior Puzzles,” an initiative designed to connect with young cricket fans.

Using the Sticky Puzzles platform, “Junior Puzzles” delivered cricket-themed activities through the junior members’ newsletter. This initiative provided an enjoyable and educational experience, fostering a deeper connection between young fans and the sport while encouraging cognitive development and a love for cricket.

Beyond the numbers

The “Know Your Cricket” initiative became a valuable tool for gathering insights into fan behavior and preferences, providing the club with actionable data to enhance engagement.

Meanwhile, “Junior Puzzles” focused on developing young members’ cognitive skills, fostering their love for cricket, and maintaining their connection with the club through educational and interactive content.

Conclusion

Our partnership with Middlesex County Cricket Club highlights Digital Marmalade's ability to deliver tailored digital solutions that meet the unique needs of users, clients, and suppliers alike.

The “Know Your Cricket” and “Junior Puzzles” initiatives go beyond standard projects, blending creativity with technology to offer innovative fan engagement experiences. From sparking competition among fans to creating an educational platform for young members, these initiatives demonstrate our expertise in crafting meaningful digital narratives.

This collaboration not only enabled us to explore new approaches to fan engagement but also set a benchmark for other sports organizations seeking to leverage digital solutions. It underscores the transformative impact of customized strategies in building vibrant, connected communities while cementing Digital Marmalade's reputation as a trusted partner in the digital space.