New in-game video series for NBA 2K urges Gen Z to vote

‘Uninterrupted’ is a two part video segment that can be viewed both inside NBA 2K itself or via the game’s YouTube channel. It will be included as part of the game’s already established weekly show aptly titled ‘2KTV’ and will explore the importance of voting and the history of voter suppression in the US.

If you aren’t an avid NBA 2K player then you’ll be able to watch the first part below. It’s hosted by ESPN analyst Maria Taylor, who talks both about her own experiences with voting booths and the importance of understanding how African Americans are at a political disadvantage in the current US democratic system.

She points out that they have less access to high speed internet and educational resources than white Americans, and criticises understaffed polling stations that have to rely on elderly and vulnerable volunteers.

Though the second episode isn’t out just yet, we do know that it will feature Atlanta Hawks player Trae Young, who will be talking about why voting is important both for him personally and the good of the country.

The videos were made in collaboration with ‘More Than A Vote’, a collective of Black athletes, artists, and creatives who are urging young people to get out and vote ahead of this year’s election. A ton of big names are included as members, including Kevin Hart, Mike Evans, Odell Beckham Jr, Offset, Lebron James, and Elizabeth Williams, among many others.

The movement has its own merchandise shop with specially designed clothing and sports products. All proceeds go toward the Lawyers Committee for Civil Rights, and you can follow the cause on Twitter here.

While other companies are hoping to reach younger voters via social clout with stickers and unique features designed to be shared, NBA 2K’s collaboration is more informative and targeted. ‘Uninterrupted’ isn’t afraid to dive deep into the heart of the racial issues surrounding this election and pushes for social change that specifically helps underprivileged communities.

The show also exists in-game, meaning it has a very clear-cut demographic compared to other initiatives.

Appealing to sports fans with big names such as Lebron, Maria Taylor, and Trae Young is far more likely to be effective here than, say, running promotional ads via Instagram. Hopefully this push will generate some meaningful momentum with NBA fans in the US and beyond. Voter suppression and systematic racial biases exist outside of just this election, and the more of us recognise it the better, frankly.

We’ll have to see if there’s any noticeable change come November time, but given that Gen Z is the most ethnically and racially diverse generation ever, we’ll no doubt see some surprise results if we all turn up.