The England and Wales Cricket Board (ECB) has partnered with fan engagement technology company Monterosa to revamp The Hundred Fantasy, delivering the competition’s highest-ever user retention rate and strengthening the board’s strategy around digital fan engagement.
The redesigned fantasy experience brings together the men’s and women’s competitions, incorporates live cricket data and offers a mobile-first interface. Fans can select players, appoint a captain and compete across playable blocks of The Hundred, while social features allow them to create mini-leagues with friends, family and colleagues.
The revamped platform recorded a 58% participation rate across every playable block of The Hundred in 2026, up from 50% under the previous fantasy product. The eight-percentage-point increase represents a 16% improvement in continuous tournament participation.
David Payne, Head of Product & Data at the ECB, said, “We’re delighted to have partnered with Monterosa as our new Fantasy Game and gamification supplier. The Hundred Fantasy Game has been a key part of the fan experience over the past five years, with our data showing it is the number one driver of engagement across The Hundred’s digital products.
“Partnering with Monterosa has enabled us to take the game to the next level, introducing a refreshed experience and innovative new features. The response from our fans has been hugely encouraging, with the game achieving its highest-ever user retention rate – a fantastic result that demonstrates the strength of the new experience.”
Tom McDonnell, CEO of Monterosa, added, “Adding Fantasy to the Monterosa platform means rights-holders can combine daily engagement, loyalty, community and fantasy in one place, supported by shared data and AI-powered intelligence. We’re thrilled to be partnering with the ECB, and this record first season gives us a strong foundation for an ambitious roadmap together.”
For Monterosa, the collaboration also marks the first deployment of its newly launched Monterosa Fantasy product, which is designed to enable sports rights-holders to build fantasy experiences across short-form tournaments and full-season competitions.
The partnership reflects the ECB’s wider push to build deeper digital relationships with cricket audiences. The governing body has continued to expand its commercial ecosystem through partnerships including Metro Bank, Vitality, KP Snacks, Remitly and Toyota.
The Monterosa collaboration adds another layer to that strategy, using gamification and first-party digital interactions to encourage fans to return throughout a competition rather than engaging only around individual matches.
