The competitive gaming world is getting a massive makeover as the NBA 2K League (2KL) officially relaunches as a “new entertainment universe” designed to mix basketball, gaming, and pop culture.

Announced by NBA Take-Two Media (NBAT2), a partnership between the NBA and game developer Take-Two, the revamped league moves far beyond a traditional esports competition to be a major cultural hub.

The goal is to engage a wider audience by blending high-level competition with character-driven content.

The new league will feature a competitive reality series, “MyPLAYER Mayhem,” and include collaborations with active NBA players, celebrity creators, and entertainers making it a dynamic new space.

Celebrity streamer Jesser has been named the “honorary commissioner” and will be a guiding force in the league.

As NBAT2 CEO Andrew Perlmutter put it, “With the new 2KL, we’re building an entirely new type of entertainment universe that blends competition with content.” He added that it will be “Filled with wild, wacky, unpredictable and emotionally resonant moments.”

The leadership is optimistic about the new direction which aims to leverage the game’s cultural power.

Take-Two Interactive CEO Strauss Zelnick described the ma9in objective simply:

“to serve our consumer and to bring them great entertainment that is at the intersection of basketball, ‘NBA 2K’ and just general entertainment.”

The move is a bold step to broaden the league’s appeal, welcoming players and fans of all skill levels.

The first season of the new format, kicking off with the reality series, promises to showcase not just top-tier gaming but who the athletes and creators are “off the court.”