More companies are signing up for the NBA 2K League. The NBA 2K League attracts more sponsors. In the current season, 14 NBA 2K League partners in marketing were there. Five partnerships were created with GameStop, Jostens and SAP. DoorDash is the current sponsor for NBA 2K League Playoffs/Finals.
An enthusiastic fan base can make Esports an attractive commercial opportunity. Donohue said that fans are so enthusiastic, that brands are able attach themselves the sport. "Our average player is playing videogames for approximately 30 hours per semaine. This is a large base of passionate fans.
Donohue believes that NBA 2K League's rapid growth in partnership is due to the combination a number of companies who recognize that esports have an emerging market as well as an exponential increase of fans. I believe that it was already happening and that the fan participation only fuels the fire. It was because all of the brands we spoke with about partnerships decided they wanted esports involvement and is still trying to figure it out.
It is important for businesses to be aware of the risks involved in entering a new market like esports. Andre Iguodala (a former Golden State Warrior) once spoke of it. He is now a well-known entrepreneur in tech. He was also known to be "the Wild Wild West". The NBA was willing take on the risk. Donohue explains that 2K is inherently innovating. He says that NBA owners have "realized the future" and that this will only continue to grow. I believe it is safer to avoid it than do it.
Fears that esports may be a niche idea are unfounded. While it might be a way for avid gamers to get involved, it has little commercial value beyond the fact that it is not mainstream. Forbes published last year that esports worldwide would be worth more than $1.1bn in 2019.
Donohue states that in the three years since league establishment, our discussions have significantly changed from the previous three seasons. Kirk Lacob from the Warriors Assistant Manager told me recently that esports were now "absolutely maturing".
Donohue discusses what it means to have a league operated by the NBA Office, as well as the benefits for inviting partners. "The advantage of having the NBA 2K name is that we have wonderful relationships with many of our partners. We kind of take them hand and help navigate eSports. We can help them understand how eSports could be used to enhance their brand.
The NBA 2K League gives companies another benefit: the game's simplicity makes it easy for people to understand. Donohue points to the fact that esports might sometimes be a challenge. To enjoy the games, you don't need to be a pro player. Donohue believes that if basketball is something you already know, then you will understand it.
A lot of advertisements can be seen in the game. Donohue states it's not uncommon to view the basketball games on courtside signs. This allows players "to be an integral part of" the online experience.
The fervent fans make the NBA 2K League a highly-respected and lucrative product. Donohue said that "we feel...we’re just scratching it." He highlights the enormous potential of the NBA 2K League's 1.9 Billion fans on social networks.
There is also the possibility of NBA 2K being used to attract new basketball enthusiasts as Ted Leonsis - Washington Wizards owner and media mogul - suggested. Donohue is an excellent case of this, and it's not far from my house. My son was playing 2K. Then he stopped and spoke to me. I was shocked when he started to quote Steph Curry, the Warriors roster. He's only seven! He's just seven years old!
Donohue believes these are signs of "transformation" in how young people consume media. The NBA is also learning from new viewers about their needs and wants. Donohue explains that esports differ from traditional sports because they can harness the power, influence and influence of players.
Twitch chats on Twitch broadcasts provide a great example. "The Twitch Chat function is active all the time and we monitor it to make sure that our viewers are engaged. However, it's also an excellent method to get instant feedback and make changes to our programming. It's about "hey our viewers want the camera angle as much as the behind the scenes content" Donohue called "almost becoming the requirement of younger customers, that is that they're listening."
The NBA 2K League does NOT have to conform to the traditional limits
The best thing about the new draft system is its ability for players to play anywhere. This is more than a benefit to the new draft system. It also opens up international markets. It has taken the NBA a lot to grow its brand internationally. But it has been able only to play single matches in cities like Paris, London and China. Long believed possible, international divisions are now impossible.
NBA 2K League doesn't have any limits. Donohue said, "There are plenty of greenfields available to us in terms of expanding the international reach of our game and growing it internationally." The Gen.G Tigers Shanghai is an international NBA 2K League team. They were accepted into the league in this season. They also held tryouts for players in Seoul, Hong Kong and London. Donohue stated: "We're still trying to find international talent that exists in our country." Donohue indicated that having a European Division was an important part of our strategy. He also said that there is an Asia Pacific Division. Donohue said, "it's more about when, than if."
It's not about reaching international audiences. Donohue explained that while the NBA 2K League had an overall strategy for the next season, it wasn't just about reaching an international audience.
Donohue believes that esports have a distinctive character because they can be seen as Magic Gaming performing it from Disney, or the Knicks playing from the Statue of Liberty.
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