Considering entertainment-games websites in sports marketing: the case of Stick Cricket

Abstract

Stick Cricket is a website visited by more than 2 million unique users every month, with each user averaging more than 20 minutes per visit. The website is positioned outside the sporting website category by internet research firms, and this oversight does not consider the valuable consumer segments that these types of websites may hold. This case study describes the business decisions of the Stick Cricket developers in taking a flash-based computer game and creating a website that has been transformed into a sporting portal. The factors that contribute to this success are discussed and provide useful tips for website developers and sports marketers.

Citation

Kitchin, P. (2006), "Considering entertainment-games websites in sports marketing: the case of Stick Cricket", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 1, pp. 92-103. https://doi.org/10.1108/IJSMS-08-01-2006-B010