Machine Last Update: Aug 23, 2021
Name Donohue believes the NBA 2K League
Status New
Type Bending rolls
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Description Donohue believes the NBA 2K League's rapid expansion in partners is due to a combination a number of companies who recognize esports as an emerging market as well as the rapid growth in fan engagement. "I believe that this was already happening and the increase in fan engagement just kind of puts gasoline on the fire. I believe it was because of every brand we talked to about partnerships. They all realize they have to be involved playing esports and trying to figure out how to achieve it."

For companies, there's the chance of being caught in an industry that is still in its infancy like esports and esports-related activities. Former Golden State Warrior and acknowledged tech businessman Andre Iguodala once called "the Wild Wild West". For the NBA it was a risk that was worth taking. "It's part of the NBA's name and 2K's own brand to be creative" Donohue explains, adding that the NBA owners "realise that the future is bright and is only going to grow. So I believe there's more risk to not doing it rather than doing it.

The fears that esports could be fringe ideas, engaging hardcore gamers, but with only a limited commercial appeal were proven to be false. Forbes stated last year that revenues from esports are expected to be $1.1bn in 2019.

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Company Last Update: Aug 23, 2021
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