The NBA is the most recent professional sports league to enter into new large-scale licensing arrangements with game publishers. However, instead of giving one publisher exclusive rights to use NBA properties (as the NFL did with Electronic Arts), the NBA has entered into non-exclusive licence deals with five different publishers Electronic Arts, Take-Two Interactive, Midway Games, Sony, and Atari.
The NBA says that this approach will keep the quality of the games high and will maintain a diverse range of NBA video games. It also cited the importance of in-game advertising, and how the new licences will give it increased 'virtual signage"? to sell to advertisers.