Donohue discusses the advantages of having a league run out of NBA2king the NBA office to bring partners in. "The advantage of being the NBA 2K brand is that we have amazing connections with a number of these partners, and this allows us to assist them to navigate eSports and help them understand the ways to utilize eSports as a great way to build their brands."

Another advantage for companies the NBA 2K League has, is that the sport is easy to understand. "While games like esports can be difficult for consumers at times we're a fun and friendly game, where there is no requirement to play to watch our games, if you understand basketball you'll get it," Donohue highlights.

Advertising in the game itself is also well-established. "It's completely normal to be watching basketball and see courtside signage , and to see brands integrated into the game in this manner, it would be odd not to see that." According to Donohue, the game is out, that allows partners "to participate in the game's virtual reality."

The NBA 2K League is a highly-rated and profitable game thanks to its passionate community of fans. But Donohue asserts "we feel as if we're only scratching the surface." He points out the 1.9 billion fans of the NBA on social media as a large potential pool.

It's also a question of whether NBA 2K could be used as a way to attract new basketball fans. This is something Ted Leonsis, Washington Wizards owner and media mogul has suggested. Indeed, Donohue has his own instance, which is nearer to home. "My personal son, while playing 2K suddenly you see him coming up to me giving me the Warriors roster as well as other details about Steph Curry. I'm like What's the matter with him staying up until 10 o'clock in the night to Buy MT 2K22 PS4 take in these games, and even though he's just seven years old!? He's studying the game and also determining who's good by their ratings in 2K."