Our Future

HOW IT STARTED

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It started with a family who loved the strategy and excitement of cricket, but felt the game could be more open, and balanced for more people.

 

The original idea was to rethink the game on the field itself. But after many conversations, the idea evolved into a board game to start. As different versions were tested, the family cricket player kept grumbling whenever the rules differed from cricket:

 

The rest of the family responded
“It's not cricket!” And the name stuck. Not as a rejection of cricket, but as a new interpretation of it. 

INCLUSIVITY . FUN . CREATIVITY

 

Our mission is for It's Not Cricket is to bring a new fun twist to the original game. Using a strategic value-based system that works with a player's skill over physical attributes, we ensure every participant’s contribution is meaningful and fair.​

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It's Not will continue to take familiar ideas and situations and redesign them so they feel more social, more accessible and more fun. Every decision, from the gameplay to the characters and materials, is designed to bring people together around the table.

THIS IS JUST THE BEGINNING

 

What began as one game has grown into a much bigger vision.

 

As a family-run games publisher, we're creating original titles that reimagine everything from sports to everyday situations through the same playful philosophy: level the playing field, spark connection, and make people want to come back for another round.

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From premium tabletop games to faster party-style formats, this is the first chapter of what’s to come.