Fairfax Media

World’s Best Fielder

The game that allowed cricket fans to play every game of the World Cup.

World's Best Fielder desktop welcome screen
World's Best Fielder tablet interface

The Project

The Cricket World Cup, one of the biggest sporting events of 2015, was jointly hosted by Australia and New Zealand in February-March. Fairfax knew Australians would be hungry for content, and wanted to be the go-to destination for fans seeking the latest news on everything World Cup related.

Using a real-time data feed from the Fairfax Match Centre, we created a game that let players control a fielder to save the most runs possible during live matches. They could move their fielder based on their knowledge of the teams, and where the batting team were scoring their runs.

The Outcome

World’s Best Fielder added another dimension to the Fairfax’s Cricket World Cup content with nearly 30,000 unique visitors engaging with the game. Here’s some of the results:

  • 856,000 runs stopped
  • 21,672 games played
  • 122 countries represented
  • 4 mins + average play time


User Experience illustration

User Experience

The experience of watching the Cricket World Cup was enhanced through the API driven playing field, allowing users to play in real-time and to compete with their mates.

Prototyping and User Testing illustration

Prototyping & User Flows

From medium fidelity clickable designs to high fidelity interactive prototypes, the game play was user tested to find optimisations and resolve barriers to entry.

Interface Design illustration

Interface Design

The intuitive design made it easy for players to get started – and get hooked. Players could pick up where they left off playing on any device while the game timer kept them coming back again and again.


AC&E Awards logo

Highly Commended

UX, Interface & Navigation Design


AC&E Awards logo

Highly Commended

Art Direction



Agency: WiTH Collective

CEO: Justin Hind

Creative Director: Hamish Grieve

Account Director: Ria Collins

Senior Project Manager: Pedro Santos

Head of Design & UX: Paul Kelly

Art Director & Illustrator: Brett Walsh

Senior Copywriter: David Lucas

Head of Development: Som Meaden

Senior Developer: Drew Kennelly

February, 2015