How NBA 2K is Teaching New Players About Old Legends with Ronnie2K

Visionaries: Gaming, Media and the Internet Dissected

Sep 22 2022 • 46 mins

Ronnie "Ronnie2K" Singh is the digital marketing director and face of the NBA 2K franchise. Over the past decade, he's become the scapegoat for some of the most high-profile NBA players—the likes of Kevin Durant, Karl-Anthony Towns and others—frustrated with their in-game ranking not matching their self-assessed, real-life skill. But he's also seen something more deep in the culture, as a new generation of basketball fans become educated through the franchise. "2K is now an educational device on these guys' brands and we help them build collectively into bigger properties, and that's why Kevin Durant is involved in those conversations. Just that's why the Jordan Challengers are in 2K. There's the younger kids don't know Michael Jordan as well. And so it's our responsibility to, to keep him top of mind and relevant as the greatest of all time." You can follow Ronnie and NBA 2K here. Go to https://betterhelp.com/visionaries for 10% off your first month of therapy with BetterHelp and get matched with a therapist who will listen and help. Learn more about your ad choices. Visit megaphone.fm/adchoices

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