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<img loading="lazy" decoding="async" src="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-team-talk.png" sizes="auto, (max-width: 1051px) 100vw, 1051px" srcset="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-team-talk-1.png 1051w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-team-talk-1-300x214.png 300w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-team-talk-1-1024x730.png 1024w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-team-talk-1-768x547.png 768w" alt="" width="1051" height="749" />
<h2>Team talk</h2>
When the English Cricket Board (ECB) launched The Hundred, a new domestic tournament in 2021 , it set out to make cricket more accessible to and exciting for new audiences.
The ECB wanted to create a fun and dynamic experience that attracted young fans and kept them watching all season.
But it also needed to start monetizing this engagement by growing and nurturing a first-party fan database.
The Hundred&#8217;s brief:
<ul>
<li>Create a unique, digital gamification product that engages new, youthful audiences</li>
<li>Help to build a direct-to-fan strategy and nurture a first-party database of fans</li>
<li>Drive commercial partner value with tailored in-game activations and sponsorable features</li>
</ul>

<img loading="lazy" decoding="async" src="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-tactics.png" sizes="auto, (max-width: 1051px) 100vw, 1051px" srcset="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-tactics-1.png 1051w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-tactics-1-300x214.png 300w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-tactics-1-1024x730.png 1024w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-tactics-1-768x547.png 768w" alt="" width="1051" height="749" />
<h2>Tactics</h2>
After discussing the ECB’s goals, Genius proposed a 20-Ball Predictor game. This is a simple and easy-to-use format designed to drive in-game engagement.
Hosted within The Hundred’s official mobile app, the game:
<ul>
<li data-leveltext="-" data-font="Red Hat Text" data-listid="3" data-list-defn-props="{&quot;335551671&quot;:5,&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Red Hat Text&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="5" data-aria-level="1">Requires a sign-up and hands the ECB valuable first-party fan data</li>
<li data-leveltext="-" data-font="Red Hat Text" data-listid="3" data-list-defn-props="{&quot;335551671&quot;:5,&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Red Hat Text&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="5" data-aria-level="1">Empowers fans to predict the events of the second innings for all men’s and women’s fixtures</li>
<li data-leveltext="-" data-font="Red Hat Text" data-listid="3" data-list-defn-props="{&quot;335551671&quot;:5,&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Red Hat Text&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="5" data-aria-level="1">Is available daily through the tournament.</li>
</ul>
The launch also helped the ECB to activate its headline sponsor, online car retailer Cazoo. Cazoo’s activation included branding the predictor game and running a competition that awarded a £10,000 Cazoo car voucher prize to the overall winner.
Genius provided strategic guidance on promotional tactics, including push messaging strategy.

<img loading="lazy" decoding="async" src="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-final-result.png" sizes="auto, (max-width: 1051px) 100vw, 1051px" srcset="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-final-result-1.png 1051w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-final-result-1-300x214.png 300w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-final-result-1-1024x730.png 1024w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_ui-50-50-the-hundred-final-result-1-768x547.png 768w" alt="" width="1051" height="749" />
<h2>Final result</h2>
The Hundred is fast becoming a must-watch for UK sports fans, broadcast live on free-to-air and paid TV stations. It’s successfully engaging the new generation of fan and, thanks to the 20-Ball Predictor, allows the ECB to grow and nurture a rich fan database.
<ul>
<li>67% increase in registrations at start of season two</li>
<li>288% increase in number of predictions at start of season two</li>
<li>16m+ live TV viewers in season one</li>
</ul>

The Hundred grows fan database with 20-Ball Predictor

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