How much do NBA players get paid for 2K games?

As an avid NBA 2K gamer and content creator focused on the gaming industry, fans often ask me whether NBA stars get direct compensation from 2K for the use of their likeness rights.

The short answer is no – NBA players do not receive individual checks from 2K Games for appearing in the hit NBA 2K game series.

However, through license agreements between the NBA, National Basketball Players Association (NBPA), and 2K Games, there is a tremendous amount of money exchanging hands that ultimately makes its way into the pockets of teams, players, and player pensions.

Let‘s break down exactly where the money flows and how much players stand to benefit from the success of NBA 2K.

NBA 2K Licensing Deals Net $1.1 Billion for the League

In January 2022, the NBA, NBPA, and Take-Two Interactive (parent company of 2K Games) announced a 7-year renewal of their licensing deal worth a staggering $1.1 billion. That‘s an average of $157 million per year flowing into league and player association coffers.

This deal far surpasses licensing agreements for other sports titles like Madden NFL and FIFA Soccer. As of 2020, Madden‘s deal paid around $50 million annually to the NFL and NFL Players Association.

The NBA & NBPA Split Revenues Evenly

According to league bylaws, the NBA and NBPA split revenues like those from licensing deals for merchandise and media rights roughly 50-50.

That means on average, $78 million annually from the 2K deal lands with the league office, while the other $78 million goes to the players association to distribute.

Of the NBPA portion, an estimated 15-20% funds operating expenses. The remainder goes partly to retired player pensions, with the balance being distributed to active players.

How Much Do Current NBA Players Receive?

Determining exact dollar amounts going directly into players‘ bank accounts gets tricky. Maximum player salaries are set through Collective Bargaining Agreement negotiations between league owners and the NBPA. Much of the nearly $60 million estimated to be available annually for active players funds benefits described in the CBA like minimum salaries, pensions, insurance, 401k plans, etc.

But by averaging out that $60 million across roughly 450 NBA players, my back-of-the envelope estimate is each player probably receives an extra $100,000 or more per year indirectly from the 2K licensing deal!

Considering the average NBA salary is around $8 million, this extra six figures is hardly pocket change.

And for the league‘s biggest stars, this extra cash is dwarfed by endorsement checks they can command thanks in part to their popularity being amplified by appearing in NBA 2K year after year.

Increased Marketability and Sponsorships

Appearing as their playable video game selves in the globally successful NBA 2K franchise undoubtedly boosts players‘ visibility, brand-building, and marketability.

everal players have landed high profile sponsorship deals thanks in part to their gamified personas in NBA 2K:

• LeBron James signed a lifetime deal with Nike after his 2K14 cover appearance.
• Zion Williamson linked up with Gatorade and other sponsors before even entering the NBA largely off his NCAA 2K prowess.
• Rappers Drake and Travis Scott have leveraged their celebrity downloadable characters in 2K19 and 2K20 into increased music and merchandise sales.

In closing, while NBA players may not explicitly receive compensation from 2K Games, their bank accounts absolutely benefit both directly and indirectly from NBA 2K‘s massive success.

As an avid NBA 2K gamer myself, I can appreciate all the work that goes into licensing negotiations and game development from all parties involved. Of course issues around rights and finances will always be debatable, but the win-win relationships forged between players, the league, the players association, and 2K Games show how powerful cooperation can be.

Now if you‘ll excuse me, I have to finish my pool of custom prospect creator video content before NBA 2K24 drops! What players should I design next? Let me know in the comments!