The launch of Stick Cricket on mobile phones is designed to take advantage of the strong brand loyalty exhibited by its more committed users. This ... allows the developers to cater for shifts from computer based entertainment to portable entertainments systems such as mp3 players, PSP, blueberry, and WAP enabled, and 3G, mobile phones themselves. The ECB have shown strong interest in the power of mobile communication as a key revenue source of the future. The mobile development by Stick Cricket is progressing but at the present time is in its initial stages. Regardless of the breadth of the general mobile phone market, mobile gaming is still a niche specialty. If it rises to a more widely accepted form of mobile entertainment Stick Cricket could be in a good position to exploit their development knowledge.