The 'Ro-Ko' factor, referring to veteran Indian cricketers Virat Kohli and Rohit Sharma, is significantly driving demand for ODI tickets, with matches against New Zealand selling out rapidly while T20 World Cup tickets remain available. This surge in interest suggests the duo's star power is crucial for the 50-over format's popularity amidst the rise of T20 leagues and Test cricket, potentially keeping the ODI format relevant in its final career stages.