The ICC Men's T20 World Cup 2024, held in the West Indies and USA, presented a unique set of challenges for the International Cricket Council (ICC). With the rapid rise of mobile-first content consumption, the ICC faced the daunting task of delivering an engaging and immersive experience for fans watching on their smartphones. Traditional horizontal broadcasts, while effective for television, fell short in catering to the vertical viewing preferences of modern audiences. Enter QuickFlip, Quidich Innovation Labs' innovative solution that redefined how live sports are viewed on mobile devices.

The Challenge

The primary challenge for the ICC was adapting the traditional 16:9 horizontal video feeds into a format that would captivate and engage mobile users. This involved more than just resizing the footage; it required ensuring that key moments, such as wickets, boundaries, and significant plays, remained at the center of the action. The goal was to offer a seamless viewing experience that felt natural and compelling on vertical screens.

Additionally, the ICC needed a solution that wouldn't necessitate a complete overhaul of their existing broadcasting infrastructure. They had produced a vertical production in 2023, but using an entirely new crew and equipment, which came at a cost and massively increased the carbon footprint to move people around different cities. Hence the solution had to be cost-effective, environmentally sustainable, and easy to integrate into their current systems, while still delivering high-quality, vertically-oriented content.

QuickFlip: The Solution

QuickFlip rose to the occasion, addressing the ICC's challenges head-on. By leveraging advanced AI technology, QuickFlip transformed the traditional horizontal video feeds into dynamic vertical formats (such as 9:14 and 1:1) with minimal additional equipment. Here’s how QuickFlip solved the ICC’s broadcasting challenges:

AI-Powered Adaptation: QuickFlip's AI algorithms were instrumental in adapting 16:9 video feeds into vertical broadcasts, ensuring the action stayed centered and engaging. This technology identified and focused on crucial game moments, such as deliveries, shots, and wickets, adapting the widescreen footage to the desired aspect ratios in real-time.

Smart Cut Detection: To maintain a dynamic narrative flow, QuickFlip's smart cut detection technology ingested the world feed and delivered refined video streams optimized for mobile platforms. This ensured that viewers enjoyed a seamless and engaging experience, with the narrative flow of the game preserved.

Versatile Delivery: QuickFlip’s compatibility with both traditional SDI and modern cloud-based streaming meant that the ICC could integrate this solution seamlessly into their existing broadcasting ecosystems. This versatility eliminated the need for a complete overhaul, making it a cost-effective and efficient choice.

The Impact

QuickFlip's deployment at the ICC Men's T20 World Cup was a resounding success. It was first implemented downstream at the Star Office in Mumbai, powering the MaxView feature on the OTT platform Disney+ Hotstar. This allowed users to experience the match in a vertical format, providing a mobile-first viewing experience that resonated with today's audience.

Enhanced Viewer Engagement: By delivering content tailored to vertical viewing, QuickFlip significantly improved viewer engagement metrics. Fans could now enjoy an immersive experience on their smartphones, with key moments highlighted and centered, making every play more captivating.

Cost and Environmental Efficiency: QuickFlip reduced operational costs by eliminating the need for additional cameras and personnel specifically for vertical content production. This not only made it a cost-effective solution but also contributed to environmental sustainability by reducing the carbon footprint associated with large-scale broadcasting operations.

Simplified Production: The AI-driven system streamlined production logistics, allowing the ICC to focus on delivering the best possible viewing experience without getting bogged down by complex technical adjustments.


QuickFlip has proven to be a game-changer for the ICC, addressing the challenges of mobile-first broadcasting with innovative technology and seamless integration. By transforming traditional broadcasts into engaging vertical formats, QuickFlip has set a new standard for live sports viewing on mobile devices. As we continue to innovate and adapt to changing viewing habits, QuickFlip stands out as a testament to Quidich Innovation Labs' commitment to delivering cutting-edge solutions that transform how fans experience sports.