The English and Wales Cricket Board (ECB) has embarked on a project to evaluate the potential of video gaming and esports as a platform to engage more young people with cricket.
The national governing body will look to explore how to best harness the power of gaming and find ways to utilise it to attract new, young audiences to cricket.
“We constantly monitor social trends, and keep abreast of innovation in other sports and industries, to see what can be learned," said David Mahoney, ECB chief operating officer.
"We’re keen to better understand the space and need a blend of gaming and esports knowledge, combined with strong sports rightsholder experience, to help us achieve this."
ECB has appointed sports and entertainment marketing consultancy Strive Sponsorship to help it scope the landscape.
According to esports analyst Newzoo, the global esports audience will reach 454 million during 2019 – and will grow further to 645 million by the end of 2022.
Malph Minns, managing director of Strive Sponsorship, added: “Gaming and esports undoubtedly have the potential to offer a variety of opportunities to traditional sports rightsholders, broadcasters, brands and investors.
"However, these need to be carefully navigated in order to deliver returns. We’re really excited to work with ECB to explore the potential positive impacts of both on cricket.”
