There's also the question of the possibility that NBA 2K could be used to draw new basketball fans in the manner that Ted Leonsis, Washington Wizards owner and media mogul, has suggested. Indeed, Donohue has his own instance, which is closer to home.

"My personal son, as playing 2K and suddenly he's coming to me and giving me the Warriors roster and other information about Steph Curry. I'm thinking I'm like, how can he stay up till 10 pm at evening to watch these games, he's like seven years old What's up with that? He's learning everything about 2K and who's good according to their scores in 2K.

According to Donohue, this emphasizes the "transformation which is happening to how young people consume content and the different ways it's getting." For brands that implies that esports is "a fantastic opportunity for partners, like to reach out to young audiences that may not be in conventional channels.

"The NBA is learning too about the new demographic and the kind of content they want to experience. Donohue affirms that esports are distinct from traditional sports in that they are able to speak with the voice and the power of the fan.

Twitch chat functions in Twitch broadcasts are one example of this. "The Twitch chat is constantly being used and we're constantly monitoring it absolutely to stay connected with our viewers, but it's also an excellent tool for getting feedback right away and we're making changes on our shows...

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