2K Partners with One Up As Official On-Demand esports Platform For NBA 2K Franchise

One Up, a prominent on-demand esports company that aims to make video game tournaments more accessible and organized, has revealed a multi-year partnership with Take-Two Interactive’s 2K label. This collaboration designates One Up as the official on-demand esports platform for the NBA 2K franchise.

To celebrate the launch of NBA 2K24 on September 8, One Up has planned a series of free-to-enter online tournaments, featuring NBA stars as hosts. Further details about these tournaments, including the NBA players involved will be revealed in early fall.

“With this landmark NBA 2K deal, we want to lower the barrier of entry to esports tournaments,” said One Up CEO Brandon Pitts. “Our collaboration with 2K has laid the blueprint for helping publishers build game loyalty and community through tournaments that are truly open to all. At the end of the day, gamers want to compete to showcase their skills, and now they can do that and earn like the pros.”

Ronnie Singh, Head of Lifestyle and Content Marketing, 2K added, “NBA 2K fans are some of the most intensely competitive and engaged in all of gaming. One Up will push the online competitive scene to a whole new level and give our fans even more opportunities to compete and win great prizes.”

One Up originated in college for Pitts, where he turned his dorm into a place for people to compete in video game tournaments. He launched the tech platform to address the demand for esports accessibility and it now has more than 750,000 registered gamers participating in one-on-one matchups or tournament gameplay to monetize their skills. One Up has facilitated over $20 million in payouts to its users across popular games.