How NBAT2 is Building Gateway Content for Gen Z

Traditional sports broadcasts are evolving into multi-platform cultural ecosystems driven by social media, gaming metaverses, and athlete creators. NBA Take-Two Media CEO Andrew Perlmutter explains how media brands can build participatory off-court entertainment that converts casual viewers into lifelong fans. Key Highlights 🏀 Live sports remain one of the few shared cultural anchors, using basketball as a natural entry point into fashion, music, and lifestyle programming. 🎮 Video games like NBA 2K function as interactive virtual spaces where fans build real connections by playing directly against actual NBA stars. 📱 Content strategy requires building custom video formats tailored specifically to how people consume media on Instagram, TikTok, or YouTube. ⚡ Younger fans demand hands-on participation over passive watching, preferring interactive features like call-in hotlines and fan-driven video game simulations. 🎙️ Digital media brands must maintain a strong, distinct point of view to avoid getting doused in a sea of generic content. 📺 Live game broadcasts are adapting to second-screen habits through alternate commentary casts and player-specific camera views. 👟 Successful brand partnerships weave products naturally into entertaining social storylines rather than forcing scripted endorsements or rigid ad reads. Resources & Next Steps 🔗 Andrew Perlmutter on LinkedIn 🎧 Subscribe to Next in Media on Apple Podcasts and Spotify Chapter Timestamps 00:00 Intro 2:22 NBA 2K as a metaverse-like participatory experience 5:30 Sports as an expanding cultural gateway 7:19 NBA R&D and accessible basketball-pop-culture formats 9:05 Joakim Noah’s Nomad and athletes becoming creators 11:08 Building shows for platforms, brand voices, and talent 14:19 Gen Z: preserving live-sports drama while enabling participation 17:00 Co-creation, fan experiments, and new sports entry points 18:57 Native brand partnerships in basketball-adjacent culture