Welcome back to No Chill. We'll be over to Rita's. Our guest today parlayed his love of video games,

marketing, and social media to become the face of NBA 2K. Now you're the head of what lifestyle and

content marketing, working with Hooper's influencers, entertainers, everybody. It's really helped

keep the brand flowing and thriving and surviving. We got Ronnie Singh, but you'll know him better as

Ronnie 2K. We appreciate you pulling up. We appreciate you. We appreciate you. We appreciate you

getting to have a studio audience. We go to great. We have brought Drupal to our audience side.

We have to deal with Chris. So when people think about NBA 2K, they think about you obviously. So

how did you become the face of the NBA 2K franchise? Obviously, the way that we've built this

title is built on hundreds of people at our organization. This game has really just changed

what gaming and basketball really stands for. I'm a very small cog in that, but being a part

of shifting it from more than a basketball game to a cultural phenomenon. So a lot of things

that I work on these days are, as you mentioned, the interactions with celebs and influencers and

whatnot, but trying to figure out where the periphery of our audience lives, we've done a remarkable

job of hitting that ceiling of everybody that loves basketball and has a console, they probably play

2K. So work when we extend and work when we grow. The fashion, the music, I'm actually here in LA

partly to listen to some of the people that are building our soundtrack for this year's title.

So it's just a massive business. We have partners across the NBA. We have everybody who's

anyone playing our game. It's just become this thing that just means so much more than the small

video game. Me and Gil were talking about how he was on a cover all those years ago for the other

title and how much it's changed since then. That industry, the basketball video game industry has

changed so much since then. Yeah, I was telling them I was like, I had two brands, right? And

I played 2K. That's what we played because the features was better. It was just the game just

...