2K and One Up Announce Multiyear Partnership

2K Sports and One Up have announced a multi-year partnership which designates One Up as the official on-demand esports platform for the NBA 2K franchise. One Up is an esports platform that allows anyone to set up a videogame tournament and administer prizes.

The partnership will provide “an opportunity to identify regional talent, offering eFIBA participants a chance to participate in NBA 2K League events or the NBA 2K League Draft, as well as establishing a clear national team competition system.”

“With this landmark NBA 2K deal, we want to lower the barrier of entry to esports tournaments,” said One Up CEO Brandon Pitts. “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.”

Ronnie Singh, Head of Lifestyle and Content Marketing, 2K added, “NBA 2K fans are some of the most intensely competitive and engaged in all of gaming. One Up will push the online competitive scene to a whole new level and give our fans even more opportunities to compete and win great prizes.”

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