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Take-Two Interactive and NBA 2K have signed a partnership with on-demand beginner esports platform One Up to extend entry to tournaments with prize swimming pools. The multi-year settlement will tip off after the discharge of NBA 2K24 on September 8, 2023.
One Up will arrange a number of free-to-enter on-line tournaments hosted by NBA stars the place U.S. gamers in 41 states can compete for money prizes. Tournaments will likely be prompted within the sport and can immediate customers to obtain the One Up app to register. Additionally, One Up’s tournaments will even be promoted on NBA 2K’s official social channels.
This deal isn’t unique, so this elevated visibility is a key value-add for One Up. NBA 2K’s stamp of approval additionally provides legitimacy and credibility to One Up’s platform.
Democratizing NBA 2K esports entry
The aim of the partnership is to create a pathway to aggressive tournaments and substantial prize cash. One Up plans to award a minimum of $1 million in prize cash, although it has not introduced specifics but. The firm will present a significant portion of this prize pool itself, however didn’t present an actual share.
“With this landmark NBA 2K deal, we want to lower the barrier of entry to esports tournaments,” stated Brandon Pitts, CEO of One Up. “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.”
Notably, this partnership is with the NBA 2K group solely. As such, there aren’t any plans for the professional-level NBA 2K League to advertise One Up’s tournaments or vice versa. However, Pitts indicated in an interview with GamesBeat that One Up may assist gamers acquire expertise or get seen by 2K League groups.
One Up and esports as monetization
Outside of this deal, One Up’s core enterprise is a match-making service for aggressive gamers and a match group platform. Paid members can create their very own tournaments and function them by means of its GameChangers OS platform. Additionally, One Up takes share payment of all prizes awarded by means of its app.
“Our whole goal is to build a marketplace where gamers can come and discover, compete and monetize their gaming skills. If a driver can monetize through DoorDash, a gamer should be able to monetize their skills,” Pitts informed GamesBeat.
Fitting with this deal, One Up seeks to on bridge the hole between sports activities fandom and aggressive gaming. As such, its preliminary focus is on sports-sim titles and athlete partnerships. The firm is backed by the NFL’s Denzel Ward and the NBA’s Terry Rozier and Victor Oladipo. Similarly, professional athletes and celebrities are partnering with One Up to construct their private manufacturers inside gaming.
“This is just the tip of the iceberg. Our partnership with NBA 2K creates awareness around gamers being able to monetize their skills,” Pitts stated. “This also shows publishers that One Up can enable monetization in their community of gamers and increase engagement. This also applies to brands that want to organize their own tournaments for their audiences.”
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