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2K: Its Our Time

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2K / US / '18

Today's sports fans are increasingly tuning out traditional games on live TV. We saw an opportunity to engage with them in an innovative format by tapping into the successes of video game culture.

Partnering with the NBA, we launched the world’s first e-sports league operated by a major sports federation. The inaugural season of the NBA 2K League featured 17 of the 30 NBA teams and over 100 of the best 2K players on the planet.

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