As the release of NBA 2K25 on September 6 approaches, a new controversy is brewing within the NBA 2K community. Fans of the popular basketball video game series are expressing frustration over a sneaky and, in their view, predatory advertisement that greets them every time they open NBA 2K24.
The Role of Ads in Modern Gaming
Advertisements have become an almost unavoidable aspect of modern gaming, especially in live-service titles. From cross-promotional products to constant reminders of new battle pass content, ads are omnipresent, often to the detriment of the user experience. In the case of NBA 2K24, the issue lies with an ad for the upcoming NBA 2K25, which has many players feeling manipulated.
The ad in question appears right at the start screen of NBA 2K24, encouraging players to preorder NBA 2K25. While this might seem like a standard promotional tactic, fans argue that the execution is far from harmless.
Why the Ad Feels Predatory
The frustration stems from how the ad is designed to catch players off guard. Reddit user fatepure highlighted the issue, showing that pressing the "A" button on Xbox or the "X" button on PlayStation—actions typically associated with confirming selections—immediately redirects players to the digital preorder page for NBA 2K25. Worse still, the ad pushes the Hall of Fame Edition, which carries a hefty price tag of $149.99.
Many players have voiced their dissatisfaction with this approach, describing it as manipulative. One Reddit commenter labeled it as "predatory behavior," arguing that such tactics could lead to accidental purchases, particularly among younger or less attentive players. Another fan suggested that the ad should stop appearing after a few interactions, allowing players to enjoy the game without constant interruptions.