...also, a big part of capturing a wide audience is from the marketing side of stuff, how it's "sold" to the wider public. I'm guessing that's where the "Ashes" moniker would hurt it in places like the US, India and other asian countries where they don't really give two goats about the Ashes. Also "Ashes" as a term means something completely different outside of cricket circles.
Capturing the interest of non cricket folk is really down to three things:
Marketing
Longevity of Gameplay
PVP Modes
When you think of franchises like Assassin's Creed, they survived two sequels without any PVP mode because the single-player was ridiculously expansive and compelling. It wasn't until the third sequel where they introduced online gameplay modes and now that's grown into it's own beast.
I believe the same rules apply to a sports/cricket game.
Make the Singe Player v Computer mode as comprehensive with Career Modes and personalization options (Player/Kit Creators) as well as as-true-to-life as possible mechanics ...along with quick match and single-player arcade modes.
The online stuff takes care of itself, but you'll get the best reaction (and therefore sales) from a really decent, expansive, single player mode. I'm speaking as an adult game-player, but if I'm going to play cricket with mates, I'll play it, not on a PS3. If I'm going to kill a few hours at home, I'll do it by myself.
That's where those Career/Tour modes really become important.