The Hundred was built from the ground up for the modern entertainment consumer, creating a platform that has propelled new cricket heroes into stardom by enabling great stories to unfold, as told by fans, players and commentators in their own right; and the official The Hundred App plays a fundamentally important part.
From inception, The Hundred focused on “changing the game”, aspiring to change the perception of Cricket in the UK, make it more accessible, transforming the women’s & girl’s game and finally engaging young people.
InCrowd is incredibly proud to have worked with The Hundred from its inaugural tournament, with plans to build on the impressive figures from 2024 into this years 2025 tournament.
Successful fan apps are based on connecting talent with fans, creating heroes and bringing fans into the conversation. For the first tournament in 2021, the teams participating were brand new, with no real loyalty from fans aside from locality, and so it was crucial to establish team and player identities early on to drive fan affiliation and support.
Through a smart design process and advanced functionality, the look and feel of the app was dynamic to team branding and a personalised experience was created for new fans, based on their chosen preferences, increasing affiliation whilst helping to drive merchandise revenue due to strategically placed and personalised promotions.
InCrowd has been critical to the evolution of both our strategy, and operational delivery. People have always been central to our partnership, and InCrowd always bring a huge amount of energy and collaborative spirit to the work we do together.
When it came to selecting an agency for The Hundred app, InCrowd were at the top of our list based on our previous work together… they are hardworking, passionate and invested in our objectives. Ultimately I see them as an extension to the ECB digital team.
The ‘cricket content’ displayed throughout the app was intentionally designed to focus on the most relevant information only, rather than the peripheral stats more commonly seen in Cricket. Innovative displays like ‘WinViz’ and ‘Who Won Each Ball’ gave a clear indication as to what was happening and why it mattered, which in turn led to greater understanding about the game itself.
In addition, skill-sets and traits were part of player profiles to further educate new cricket audiences and to build further understanding of the game.
Getting fans involved in the game was a day 1 priority. Activations engage fans throughout every event, with access to a range of polls, AR integrations and other in-game interactions like the run predictor. This “follow along” gamification is key to engaging younger fans in a way they are already used to across other entertainment apps with tangible consequences, making them feel part of the experience itself rather than a passive watcher.
Designed to be seamless and stress-free, the InCrowd Ticket Wallet provides a swift way to transfer tickets to friends & family and a safe & efficient way to enter venues.
By including tickets, The Hundred app becomes essential to all attendees and makes ticket management easy, as well as providing the ECB with a really valuable and successful data capture method.
The Hundred was the first UK multi-venue competition to be exclusively 100% digital ticketing, with the InCrowd Ticket Wallet allowing and tracking sharing across operating systems and devices, ensuring that the ECB would know every ticket holder in attendance.
