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Cricket Australia align cricket excitement with video games in campaign from M&C Saatchi

Cricket Australia is positioning the KFC T20 Big Bash League cricket series’ action and entertainment similar to that of a video game in a new campaign from M&C Saatchi Melbourne.

The ‘Who’s Game?’ campaign uses video game style graphics overlaid with footage from big bash games in an effort to showcase the on field action and off field entertainment of the league as it also urges fans to pick a team to support.

It draws on research into the gaming industry which suggested that 65 per cent of Australians play video games of some sort, with the broad appeal of gaming and the trend of gamification serving as inspiration for the campaign.

Complementing the TV campaign is outdoor and digital with a KFC T20 Big Bash League mobile game also being produced for the season with it set to launch in December.

The campaign follows on from Cricket Australia’s 10CC Dreadlock Holiday campaign.

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