1
Touch Table Cricket Game
Installed in restaurants and pubs across cities. Fans enjoyed multiplayer rounds of the best cricket game for events, surrounded by Tuborg’s branding.
Tuborg's Custom 3D Cricket Game
CS Direkt which is a leading event management agency collaborated with Techkilla to develop an advanced solution. We have collaborated to develop a brand specific 3D game of cricket to be played in various versions making Tuborg one of the most popular brands in the season.
Objectives
Drive brand engagement for Tuborg during IPL through immersive gamification.
Show the versatility of a custom cricket game for events, adaptable to different venues and audiences.
Increase participation and recall value using tech-driven, gamified experiences.
Build a scalable model for cricket games for IPL events and future global tournaments like the Cricket World Cup.
Level Up Fan Engagement: Tuborg's Custom 3D Cricket Game for IPL Events
During IPL 2025, Tuborg aimed at maximizing fan experience and presence by creating interactive fan experiences that aligned the brand passion with the cricket passion. They chose to use an experience activation instead of a conventional sponsorship strategy, which would ensure that fans not only had an opportunity to watch cricket but also to play it. In this activation, CS Direkt which is a leading event management agency collaborated with Techkilla to develop an advanced solution. This joint venture underlined the possibilities of collaboration between event agencies and technology partners to develop the most appropriate type of game in the case of events, which are large-scale tournaments like IPL.
Execution
2
Tablet/iPad Cricket Game
Managed by volunteers trained by CS Direkt. Allowed one-on-one demos and quick play sessions of the custom cricket game for brands.
3
Mobile-Friendly Cricket Game
QR codes displayed during live IPL matches in stadiums. Fans scanned and accessed the mobile friendly cricket game instantly
Results & Impact
| Quantitative Outcomes | Qualitative Outcomes |
|---|---|
1Over 50,000 people participated in pubs, restaurants, and stadium events. | 1Fans called it one of the most innovative cricket games for IPL events. |
2The average rate of engagement was 4-6 minutes per user session. | 2The touch table cricket game created buzz at pubs, making Tuborg nights more memorable. |
3Millions of impressions were generated through social sharing of gameplay. | 3The mobile-friendly cricket game became a crowd favorite, praised for its ease of access during live matches. |
4Increased attendance at Tuborg partner venues throughout the IPL season. | 4CS Direkt successfully delivered a standout activation, strengthened by Techkilla’s technology. |
What Our Partners Say
Event Manager
CS Direkt • Tuborg IPL Activation
★★★★★
The cooperation between CS Direkt and Techkilla brought the brand Tuborg further into the IPL. It could be described as a smooth integration of event organization and technology.
Pub Visitor
Bengaluru • Tuborg Touch Table Experience
★★★★★
Touch table cricket playing in a pub was such a fun experience of mine that I will not forget this night with Tuborg very easily.
IPL Attendee
Delhi • Tuborg Fan Engagement
★★★★★
I was a genius when I scanned a QR at the stadium and immediately started playing a game of cricket on my phone.
Conclusion & Takeaways
The Tuborg Cricket Game 2025 at IPL showcased how purpose-built 3D event-based cricket games can create truly memorable fan experiences through effective agency–technology integration. By adopting a multi-format strategy—touch tables, tablets, and mobile versions—the campaign significantly expanded its reach and engagement. The collaboration between CS Direkt’s event expertise and Techkilla's game innovation ensured seamless on-ground execution, proving that Agency + Tech = Impact. With its strong performance and scalable design, this model can be easily replicated for international tournaments such as the Cricket World Cup, positioning Tuborg and similar brands at the center of fan conversations worldwide.
Call to Action
Event agencies and brands looking for the best cricket game for events should consider partnering with Techkilla to deliver scalable, immersive, and unforgettable cricket game activations for brands.
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