By adopting a cloud-first strategy and integrating AI-driven insights, the governing body aims to make the game more engaging, accessible, and data-driven.
“Our approach revolves around delivering brilliant experiences for everyone who loves cricket,” says Don Elliott, General Manager of Technology at Cricket Australia.
“Whether they’re elite players, community cricketers, or fans watching from home, technology helps us engage with them like never before.”
Since moving to Microsoft Azure in 2018, Cricket Australia has been 100% cloud-based, allowing it to scale its digital services dynamically. This includes the Cricket Australia Live app, which handles peak match traffic, and the PlayCricket app, which tracks millions of grassroots matches.
“The cloud has enabled us to process four times the workload we did four years ago, at half the cost,” Elliott notes.
The latest addition to this digital transformation is AI Insights, a feature in the Cricket Australia Live app that provides real-time, AI-generated match updates. Built with Microsoft Azure OpenAI Service, the feature analyzes key moments, player performances, and match trends beyond traditional live scores. HCLTech supported front-end and API development, while Insight Enterprises handled the back-end infrastructure.
“This is about deepening engagement,” says Kieran McMillan, Head of Customer Experience at Cricket Australia.
“The more fans understand the game, the more invested they become.”
The organization envisions personalized insights in future versions, tailoring content to a user’s knowledge level.
Beyond AI-driven match updates, Cricket Australia is adopting new digital engagement strategies, including TikTok-style vertical video highlights, personalized content recommendations, and push notifications.
“The better we understand our fans, the more effectively we can deliver the right content at the right time,” McMillan adds.
At the grassroots level, technology is transforming community cricket. 70% of local matches are now digitally live-scored through the PlayCricket app, allowing players and families to track performance in real time. AI-powered highlights and push notifications for parents when their children are about to bat are some of the latest enhancements.
These innovations are made possible through strategic partnerships with HCLTech, Microsoft, and Insight. HCLTech has been Cricket Australia’s Digital Technology Partner since 2019, playing a key role in modernizing its digital platforms.
Microsoft’s AI expertise is also shaping the future of cricket engagement.
“AI is transforming fan experiences into dynamic, real-time interactions,” says Sarah Carney, National Chief Technology Officer at Microsoft Australia and New Zealand.
“Together, we’re redefining what’s possible for the next generation of cricket fans.”
