However for companies, there is a risk in jumping

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  • Published date: October 6, 2021
    • United Kingdom

NBA 2K13 adds the brand-new physics engine that allows for improved collisions and collisions in real-time, as well as every player character having an ability mechanicthat allows the game to be more dynamic compared to its predecessors.

NBA2K surpasses NBA's shadow ahead of its next-generation launch

In just a few months in the month of April, players purchased more than 5 million copies of NBA2K21. This is an remarkable number in a series that's experienced steady growth over the last few years. It's predicted that it will be one of the most popular releases for next-generation consoles.

The NBA 2K League is attracting more businesses to join. Sponsors are also becoming more interested in the NBA 2K League. This season, 14 of the NBA 2K League's marketing partners were part of the partnership. The partnership agreements included five new ones with GameStop and Jostens and SAP, SAP, Tissot and Tissot. DoorDash was the main sponsor for the NBA 2K League Playoffs & Finals.

With a huge fan base it's an appealing commercial opportunity. "Our fans have a level of enthusiasm that is so high that it is a huge value that brands are able to attach themselves to" Donohue says. "Our average player is playing video games for about 30 hours a week. This is a dedicated fan base."

Donohue believes that the NBA 2K League's rapid increase in partnerships is due to the combination of several companies that see esports as an emerging market as well as an exponential increase in fan engagement. I think it was already occurring, and the increased fan participation only adds fuel to the fire. It was because each brand we talked to about partnerships realized that they need to be involved in esports . They are just trying to figure it all out.

However for companies, there is a risk in jumping into the esports industry, which is a new one and esports-related activities. Former Golden State Warrior and well-known tech entrepreneur Andre Iguodala once called "the Wild Wild West". It was worth the risk for the NBA. "It's inherent in the NBA's name and 2K's own brand to be creative" Donohue explains, adding that the NBA owners "realise the future - this will increase. Therefore, I believe it could have been a bigger risk in not doing it, then taking the initiative."

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