NBA2K League had a clear objective for the season. To grow their audience, quickly.

They already had a loyal community of core NBA2K League fans, but the brief was clear it was time to reach further. By using audience insights we highlighted two groups who were already halfway there. First, the NBA2K gamers, the people who know the game inside out, play regularly, and follow the scene. Then, NBA fans, millions of them on platforms like Instagram, already passionate about basketball and ready to discover a new way to experience the sport.

The good news was these audiences didn’t need convincing about basketball or gaming. They just needed content that felt relevant, exciting, and made for them. So we built a content strategy around four key pillars: The Players, The Teams, The Game, and The League. This gave us room to tell a wide mix of stories, collaborate with talent and partners, and keep things fresh across platforms.

Visually, we kept things bold, modern, and made for mobile. Self-shot clips and stream footage were elevated with bright graphics and quick cuts giving fans a front-row seat to the action in a way that felt social-first, not repurposed.

And it worked. We launched their TikTok channel from scratch and grew it to 350,000 followers and 4.8 million likes. On Instagram, we leaned into Reels and saw follower growth jump over 40%. We even helped the team get a new show format commissioned on Twitch Originals.

This wasn’t just about growth, it was about shifting how the NBA2K League shows up online. And that’s exactly what we did.

Credits:
Creative Director: Paul Reid
Agency: Contented Group