ICC WCA headed towards potential dispute over player image rights for mobile game

The International Cricket Council (ICC) and the World Cricketers Association (WCA) are set for a potential dispute over player image rights in the fast-growing mobile gaming space. The dispute came forward following ICC’s plan to launch its own mobile cricket game, a project intended to generate fresh revenue amid concerns of falling broadcast values in the next media cycle. While the idea taps into an industry, India’s mobile gaming market alone was valued at around USD 3 billion in 2024, the execution has sparked controversy.

The WCA, representing nearly 600 international players from 15 of the top 20 cricket nations, accuses the ICC and some member boards of attempting to control player name, image, and likeness (NIL) rights over what was contractually agreed. This disagreement is not just about a mobile game but about who controls players’ commercial identities and how they are compensated in an increasingly digital sporting economy.

The ICC introduced its gaming plans to members in April 2025, followed by discussions at its Annual General Meeting (AGM) in Singapore in July. According to reports, some member boards favored negotiating directly with their contracted players over NIL rights, rather than going through the WCA. For the players’ body, this was a breach of a binding agreement with the ICC, one that grants the WCA authority to manage global licensing deals for image rights.

WCA CEO Tom Moffat was direct in his communication with players, warning them not to engage with boards or the ICC on NIL rights. According to him, the governing body’s approach appears to be a direct attack on players, bringing up past disputes such as the 2021 NFT controversy and the disagreements during the 2024 T20 World Cup over licensing terms.

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For the ICC, the mobile game is a planned revenue stream in anticipation of declining broadcast income between 2028 to 2031. The council has already shortlisted potential developers and brought in consultants like A&W Capital to design financial and distribution models. ICC CEO Sanjog Gupta has described gaming as an industry bigger than the movies.

On the other hand, the WCA has already placed itself in the gaming sector, signing licensing deals with firms like Real Cricket in 2024. Through these partnerships, players are already receiving royalties, making the ICC’s attempt to bypass the WCA not just a contractual issue but also a challenge to existing commercial structures.