NBA 2K partners with One Up for on-demand amateur esports

Take-Two Interactive and NBA 2K have signed a partnership with on-demand amateur esports platform One Up to increase access to tournaments with prize pools. The multi-year agreement will tip off after the release of NBA 2K24 on September 8, 2023.

One Up will organize several free-to-enter online tournaments hosted by NBA stars where U.S. players in 41 states can compete for cash prizes. Tournaments will be prompted in the game and will prompt users to download the One Up app to register. Additionally, One Up’s tournaments will also be promoted on NBA 2K’s official social channels.