Another benefit for businesses that using the NBA 2K League has, is that the sport is easy to 2K22 MT PC understand. Donohue highlights that esports can sometimes be difficult for consumers. “You do not have to be a player to enjoy our games. If you know basketball you’ll understand it.”

It’s also normal to see advertisements within the game. Donohue states that it’s typical to watch basketball games with courtside signage. This allows players to “be part” of the experience.

The NBA 2K League is a well-known and lucrative product due to its loyal fan base. Donohue declares that “we feel like… we’re scratching the surface.” He outlines the massive potential pool of 1.9 billion NBA 2K League supporters on social media.

Then there’s the issue of whether NBA 2K can operate as a gateway to engage new fans of basketball in general as Washington Wizards owner and media mogul Ted Leonsis has theorized. Indeed, Donohue has his own case study, that is more close to home. “My child, when playing 2K, all of a sudden I’m seeing him and quoting the Warriors roster and other information about Steph Curry and I’m like”how is he able to stay up till 10 pm at evening to see these games when at the age of seven!? He’s learning about 2K and who’s good according to their scores in 2K.

For Donohue , it illustrates what he terms the “transformation that is taking place of the way young people consume media and how different it’s evolving.” For brands , this means that esports can be “a fantastic opportunity for partners, like in a way to engage with the younger crowd that might not be found on conventional channels.”The NBA is learning too about this demographic and what they’d like see. “The largest difference in the world of esports that I’ve observed compared to traditional sports is the voice of the fan, or the power of Buy 2K MT PS4 the fan” Donohue says.