AI sports engagement brings fans closer to cricket

Pitch perfect for fans

AI Insights focuses on one of cricket’s biggest opportunities: helping audiences understand the story behind the live action. Cricket provides a rich landscape upon which to unleash GenAI technology, which links live matches to official data dating back to 1886.

“At its core, it’s about fan involvement,” says Eland. “Cricket, like any other organization, is focused on growing audiences and building loyalty. What’s powerful here is the ability to engage different types of fans in different ways, whether that’s a stats-oriented fan looking for deeper insight, or a new fan benefiting from simpler, more accessible and engaging explanations of the game.”

The experience has been deliberately kept simple. A fan will see an Insight Card related to the match and the relevant moment in the game, which may identify a milestone, explain its significance and prompt the user to ask follow-up questions. For example, insights can provide context to a historically significant collaboration, or connect a player’s milestone to their performance in other game formats.

Eland says AI Insights reflects the strength of HCLTech’s long-standing work with CA, a partnership recognized with its real-time matchmaking finalist in the creativity and entertainment category of this year’s AFR AI Awards.

“Since 2019, we have helped Cricket Australia improve its digital platforms and create more meaningful connections with fans, players, communities and volunteers,” she said.

“AI Insights goes one step further by using AI to transform live match data into a clear, timely context that helps fans understand the meaning of every moment.”

By making every live moment more meaningful, newcomers can discover the many nuances of the sport, while experienced followers gain a deeper understanding of the historical context. For example, more than 40 live match data points from every ball bowled can be converted into real-time analysis, with Insight Cards hitting the user’s screen within 30 seconds of the start of the live game.

Every ball in a match is packed with information. At the simplest level this includes data relating to the batsman, bowler, runs scored, wickets taken, extras, overs, innings phase, partnerships and match situation. AI Insights helps turn that data into something more useful to fans – not just what happened, but why it’s relevant.

Encourage involvement in all sports

Personalization is the key to fan engagement in a competitive sports viewing market. Users can select the level of ‘newcomer’, ‘history enthusiast’ or ‘statistics guru’ and receive tailored insights that reflect the growing expectations of digital experiences that adapt to the needs of different audiences.

“Fans now expect digital experiences to realize that they are not all the same,” says Eland. “Some want in-depth statistical analysis, some just want a simple explanation of the moment, and others want historical context that helps them appreciate the significance of what they see.”

HCLTech’s mission to make live sports more personal and easier to follow has a global reach, including helping to improve the way fans digitally follow golf on the DP World Tour.

As the official AI partner at MetLife Stadium, home of the New York Jets and New York Giants football teams, HCLTech reinterprets what it means to be a fan in the digital age. Closer to home, a partnership with Hockey Victoria and the Melbourne Cobras team is increasing fan engagement.

“What comes next is making these experiences more personal, without making them more complicated,” says Eland. “The challenge is to do that in a responsible, fast and accurate way.”

For Eland, AI Insights embodies the power of digital innovation to shape the future.

“Creating a model that learns the game of cricket and drives fan engagement, combined with an interface that delivers the right type of commentary to every user, is a brilliant use of GenAI technology,” she says.

For more information, visit hcltech.com/cricket-australia