With a passionate fan base and NBA 2K22 MT a rabid fan base, esports could be an attractive commercial proposition. "Our fans show a passion that is so high that it is a huge value for brands to be a part of" Donohue says. "Our average fan plays every day for 30 hours, video games. This is a fervent fan base."

Donohue believes the NBA 2K League's rapid growth in partners is due to an array of companies that see esports as an emerging market as well as an exponential increase in fan engagement. It's my opinion that it's already being observed, and the increasing fan participation only adds fuel to the flame. It was because all the brands we talked to about partnerships felt they had to get involved in esports and are trying to figure it all out.

For companies, there's an inherent risk when jumping into an industry that is still in its infancy like esports, something former Golden State Warrior and well-known tech entrepreneurs Andre Iguodala once called "the Wild Wild West". The risk was worthwhile for the NBA. "It's in the DNA of the NBA's brand and 2K's brand to be innovating" Donohue explains, adding that the NBA owners "realise the future is here and this will continue to expand. And Cheap 2K22 MT so I think there was more danger in not doing it, then actually doing it."