Key Metrics
Key Integrations
The World Test Championship Final (WTCF) is an event from the International Cricket Council (ICC) which marks the end of a two year cycle of Test Match Cricket, played between the two best sides over that time to determine an overall winner. The Final of the current cycle was played at Lord’s Cricket Ground between the 11th and 14th June 2025, home of the Marylebone Cricket Club (MCC), between Australia and South Africa, with South Africa emerging victorious.
The ICC wanted to be able to fulfill tickets to the WTCF through their own mobile app, enabling seamless and paperless access to Lord’s on matchday as well as be able to proactively communicate with ticket holders to boost operational efficiencies around the event itself.
This was an ICC event hosted by the Marylebone Cricket Club (MCC), with the England and Wales Cricket Board (ECB) as the host national governing body.
InCrowd was perfectly positioned to provide the robust, secure and seamless digital ticketing solution required for such an important game, at cricket's most iconic venue. Leveraging our experience of the operational requirements for mobile ticketing we were able to apply our deep knowledge of the complexity of the required integrations between multiple technology third parties with sophisticated systems and technical set ups that didn't naturally align.
For this project, InCrowd introduced our digital ticketing technology, Ticketcore, coordinating with MCC’s ticketing provider SeatGeek and ICC app developer Deltatre to easily integrate digital ticketing into the official ICC app.
The ICC app requires users to login with ICC’s own SSO, but tickets were purchased directly through the Lord’s website on different accounts.
The InCrowd team also implemented account linking technology which allowed users to access tickets across multiple active email addresses if required, and provided information to MCC on fans who had not yet accessed their tickets in order to communicate and advise directly with the fans about how to access their tickets prior to match day.
The ICC World Test Championship Final joins our growing roster of successful digital ticketing solutions, which have also been deployed across several major sports events including the PREM Rugby Final at Allianz Stadium Twickenham, and The Hundred across multiple venues, with ticketing all managed within the official Hundred app.
Mobile Ticketing is a continued focus for the ICC to improve the spectator experience and understand our fans better. Working with InCrowd’s technology at the ICC World Test Championship Final at Lord’s made it possible to seamlessly connect different SSO and payment systems and successfully deliver digital ticketing within the dedicated ICC tournament App.
It’s been a pleasure to host the ICC World Test Championship Final here at Lord’s, and we’re delighted we were able to do so with a digital ticketing solution for fans. InCrowd’s digital ticketing technology and expertise made it possible and ensured a smooth user experience for all involved. We look forward to working with InCrowd and their digital ticketing solution for further events at Lord’s.
Mobile Ticketing is a continued focus for the ICC to improve the spectator experience and understand our fans better. Working with InCrowd’s technology at the ICC World Test Championship Final at Lords made it possible to seamlessly connect different SSO and payment systems and successfully deliver digital ticketing within the dedicated ICC tournament App. The fact we delivered a successful event experience for fans, over 4 consecutive days, is testament to the integration and technology used, and we look forward to continuing with digital ticketing at future ICC events.
Similar success stories
Modernising the Home of Cricket
Data-led audience initiatives & advanced content strategy
Cross-channel, personalised front-end experiences
Collaborative digital transformation project
Cross-channel, personalised experiences
High traffic, high engagement, high value
