Should NBA 2K Go After the NBC License?

Nothing is set in stone and there could be various lawsuits even after the NBA tries to ink the new media rights deals, but the hot rumor remains that after the 2024-25 season, the big new player that will arrive will be NBC, knocking off TNT. This has led to some on the forums already asking if NBA 2K should try to go after the NBC license and build that partnership.

It’s been a long time since the NBA was on NBC. But if you’re a certain age, the NBA on NBC was your childhood. It’s maybe even how you fell in love with the NBA. The memories about the presentation start with Roundball Rock, and from there likely go to the various games you remember, then the various montages, and then the voices of those games such as Marv Albert and Bob Costas.

The talk about NBC took on a new life during the Knicks/Pacers series in these 2024 NBA Playoffs because a lot of people were just so fed up with how ESPN was covering the series. The argument against ESPN was that it was almost like Stephen A. Smith was the “draw” and who was suiting up for the series rather than anyone on the Knicks — and especially anyone on the Pacers. The stark contrast was to how NBC used to do things and really focus on players and rivalries rather than TV personalities.

Media criticism aside, Roundball Rock did make it into NBA 2K24 this year. It’s featured most prominently in the MyNBA Eras mode, and that is where some of this whetted appetite comes from now. That said, NBA 2K has not had a “licensed” broadcast in many years, and there’s a real question about whether 2K “needs” NBC licensing — or any licensing for that matter — when they already have so many of the most known names. While guys like Shaq and Kenny Smith might not have a role anymore on TNT after next year, they’re not signed to 2K’s game as part of a TNT broadcast. It stands to reason that 2K will be able to retain these talents even if TNT loses them.

But I think something that is potentially being overlooked is how aggressive NBC might be in terms of wanting to work with 2K. ESPN stopped being featured in 2K games due to agreements with EA, but NBC will be a fresh face, and I think it makes sense for them to want to slip their broadcast package into the biggest NBA video game around to make sure as many people as possible start to recognize their look and feel again.

In addition, I have to assume MyEras is going to remain a big part of NBA 2K moving forward. One way to enhance the presentation is use the broadcast license that existed for many of the NBA’s most iconic seasons.

It doesn’t have to be the “only” presentation package or anything, but I think if we’re going to see some cross-branding ever again in our sports video games, this could be a unique one where the media company ends up being aggressive about reaching out to a video game company.