THIS ISN’T A GAME. THIS IS WHERE THE GAME COMES TO LEARN. 

NBA 2K isn’t a basketball game, it’s a platform for gamers, hoopers and tastemakers to come together and create what’s next in culture. For NBA 2K20, we created a campaign that featured an array of next makers who are crafting culture. 

Starting with cover athletes Anthony Davis, possibly the next NBA champion, and Dwyane Wade, the next NBA legend, we created covers that told their stories through easter eggs from their past and future. 

Weeks before the release of the game, we debuted a launch film that takes a deep dive into the world of NBA 2K. The film is full of easter eggs. From the music (an original song), to the wardrobe (all up-and-coming brands) and the talent (rising stars on and off the court), everything had an element of “next.”

Days before the release, we kicked-off the new 2K season with the ultimate launch party and turned the idea of The House of Next into a reality. From the guest list, to art installations and performances, everything at the party screamed “Welcome to the Next.”

#2KRatings Live Stream 

Over the summer, we continued to build momentum for the game release by turning what's traditionally just a tweet from 2K, into a 60-minute live show featuring rating reveals, interviews with 2K insiders, special guest drop-ins and fan engagement during every segment. With 48K concurrent viewers and over 825K total views, #2KRatings trended #1 in the U.S. and #2 in the world.