Donohue believes the NBA 2K League's explosive growth in 2K22 MT PC partners is the result of the fact that companies recognize that esports are an emerging market and the rapid growth in the amount of engagement from fans. "I think that was the case all along and the increase in fan engagement can be described as putting gasoline in the fire. It was due to the fact that every company we spoke with about partnerships was aware of the need to be involved in esports and are just trying to figure it out.

However, for businesses there is the possibility of taking a risk by entering an emerging field like esports that is something former Golden State Warrior and prominent tech entrepreneur Andre Iguodala once called "the Wild Wild West". For the NBA it was a risk worth taking.

Donohue states, "It's in 2K's DNA to be innovative." The coach also says that NBA owners "realize the future and that this will continue to expand." Therefore, I believe there was more chance of failure if they didn't in the first place, than taking the initiative."

Fears that esports might be obscure ideas that would only appeal to enthusiasts who love to play, but with only a limited commercial appeal were proven false. Forbes revealed last year that global revenues from esports were projected to be $1.1bn in 2019.

"Even over the last three years, our three seasons, the conversations I have are very different from what they were prior to Buy 2K MT Xbox when the league got started. It's an increase in normal, and it's not such a strange thing;" Donohue emphasizes. As Warriors Assistant GM Kirk Lacob recently told me that esports are "absolutely getting more mature".