ICC Recapped
Introduction
Live cricket coverage is built for the moment it airs, then it's gone. Fans engage for hours across matches, predictions, and content, but almost none of that engagement is ever reflected back to them.
We designed Recapped to fix that: a Spotify Wrapped style fan recap for the Champions Trophy 2025 and the World Test Championship Final 2025, generating personalized stats, colors, and highlights for every fan who used it.
Process
One Simple Gesture
A short onboarding step personalized each fan's recap, then handed off to the core interaction: arrows to move forward and back through their slides, a pattern already familiar from Spotify Wrapped and Instagram Stories. No further learning curve required. A share action sits front and center, since virality was a design goal from day one, not an afterthought.
Built on Fan Passport Data
Each fan's stats (matches followed, predictions made, moments they engaged with most) are pulled from the ICC Fan Passport loyalty platform, which I also directed the design and strategy for. That gave Recapped real, individualized data from launch, and gave Fan Passport another reason for fans to stay engaged year round.
Personalization at Global Scale
Every recap is genuinely unique. Working directly with ICC and their partners, we determined which stats would actually matter to fans, then defined what could flex per user (colors, featured stats, highlight order) and what stayed fixed (typography, layout, tournament branding), so any recap still read as unmistakably ICC, not a generic AI card.
Two Tournaments, One System
Recapped launched across two distinctly branded events. Brand elements (colors, event marks, campaign visuals) sit as a swappable layer on top of a fixed core structure, so each tournament felt authentic to itself while both builds shared the same underlying experience.
Conclusion
Recapped reached 540 million digital views, with 22 million fans engaging directly and a 37 percent share rate, more than a third of everyone who used it posting their own recap. Built on real fan data with a low friction onboarding, it turned individual tournament engagement into something fans wanted reflected back at them, and wanted to share.
