NBA Take-Two Media (NBAT2), a joint venture between the National Basketball Association (NBA) and Take-Two Interactive Software, unveiled a reimagined “NBA 2K League” (2KL) that positions the esports property as an entertainment universe rather than a traditional competitive gaming league.

The revamped league appoints YouTuber Jesser, who boasts more than 35 million subscribers across his channels, as Honorary Commissioner. Alongside a board of celebrity guests including Suni Lee and Demetrius Johnson, Jesser will draft players, issue rulings, and guide the league’s entertainment direction.

“With the new 2KL, we’re building an entirely new type of entertainment universe that blends competition with content,” Andrew Perlmutter, CEO of NBAT2, said in a press release. “Filled with wild, wacky, unpredictable, and emotionally resonant moments, we’re extending the immensely popular world of NBA2K beyond competitive gaming.”

Creator-Driven Content Strategy

The league’s inaugural season launches with “MyPLAYER Mayhem,” a competitive reality series featuring creators and NBA players, debuting November 5 on the 2K League YouTube channel. The series culminates in livestreamed tournaments on Twitch, November 8-9 and November 15-16, with ongoing episodes releasing throughout the season.

Take-Two Interactive CEO Strauss Zelnick told Variety the main objective “is to serve our consumers and to bring them great entertainment that is at the intersection of basketball, ‘NBA 2K’ and just general entertainment.”

The league initially launches with six NBA team affiliates: Boston Celtics, Detroit Pistons, Memphis Grizzlies, Toronto Raptors, Utah Jazz, and Washington Wizards. Each team features unique pairings of content creators and NBA players, including Zach 2K, BEARDABEAST, Kofie Yeboah, Gradey Dick, Alex Sarr, and Duncan Robinson.

Fan Participation Framework

Beginning November 16, the league introduces “Next Fan Up,” an open ladder competition allowing any NBA 2K player to compete for their favorite NBA team through gameplay and social media challenges. The system aims to democratize participation regardless of skill level.

“Any ‘2K’ user can affiliate with his or her favorite NBA team and, over the course of the season, there will be opportunities for those users to earn points, rise the ranks on a leaderboard, and ultimately have an opportunity to represent his or her favorite NBA team in official competition,” Perlmutter explained to Variety.

Business Model 

The relaunch includes a multi-year partnership with the National Basketball Players Association (NBPA), allowing NBAT2 to work directly with NBA players and develop storylines around specific athletes. This represents a departure from the previous esports-focused model.

Zelnick characterized the strategic pivot as “reframing this as a competitive situation within a lifestyle,” noting that the NBA 2K universe has evolved from a seasonal game release to a year-round presence.

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