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That would make China the country with the most esports enthusiasts in the world. And of the over 201 million viewers considered esports enthusiasts based on the firm's estimates, 75 million of them will be in China.
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Specifically, Donohue is referring to so-called "esports enthusiasts," a more hardcore esports audience that according to research firm Newzoo will make up almost half of the general esports audience this year. The PC-based free-to-play version of the game has over 40 million registered users in China alone, an audience that 2K League managing director Brendan Donohue says they "haven't spoken to yet" and that could also be brought in to enjoy the NBA. "Our recent partnership expansion with Tencent promises continued innovations that allow our fans to access NBA content wherever they are and whenever they want it."īut along with a love for the traditional sport itself, there's also a love for the NBA 2K franchise. "We are also focused on delivering live NBA games and compelling content to our Chinese fans by working with our media partners," NBA China CEO Derek Chang told CNBC.
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The NBA not only has a partnership with China Central Television (CCTV) that spans over 3 decades, but also a partnership with Tencent separate from the 2K League deal that was recently extended. What's more, the league has long had a media presence in the country. They also work with the Chinese Ministry of Education to develop programs to discover and train future talent in the sport. The Chinese Basketball Association estimates that about 300 million people play the sport in China, and the NBA launched NBA China back in 2008 as a result of the sport's growing popularity in the country. The NBA has grown over the years to become China's most popular league. While the stream will re-air on Tencent given the time difference, Chinese audiences will essentially be able to watch the 76ers' and the Minnesota Timberwolves' 2K League teams face off like their Western counterparts on Twitch and YouTube.Īnd according to the NBA, increasing the accessibility and exposure of the esports league could actually bolster the basketball organization's growth efforts in China.