(17 December 2007 5:00 pm)

MUMBAI: The International Cricket Council (ICC) has announced it is seeking requests for proposals (RFPs) from electronic/digital games companies interested in becoming the exclusive worldwide licensee of the ICC for the computer/video games category. The deadline for submission of proposals is 18 January 2008.

The successful company will work closely with ICC to manufacture cricket-themed computer games incorporating elements from various ICC cricket events, including the ICC Cricket World Cup, the ICC Champions Trophy and the ICC World Twenty20.

The rights to use this intellectual property will be licensed for a period up to 2015 in order to ensure that both ICC and its appointed games manufacturer have a real incentive to invest in effective product and brand development.

ICC GM commercial Campbell Jamieson says, “Computer games are becoming a core media platform for communicating with young people in both developed and emerging markets.

“As well as generating valuable revenue for the sport of cricket, the ICC views high-quality electronic games as being key brand-building assets that will sustain and grow interest in playing and watching cricket.

“The success of international Twenty20 cricket also offers an exciting new format for gamers and cricket fans alike.”

In October, the game’s global governing body sought tie-ups for licensing and merchandise, and travel and tours. All agreements are planned for the seven years between 2007/08 and 2015.

This is the first time ICC has looked for agreements of this length in these areas.

The expectation is that by seeking longer agreements it will be possible to develop a long-term plan and identity for commercial activities such as these.