My approach would be to create the most mature authentic nba simulation ever made out the box (meaning the default settings are as sim based as possible), with a secondary focus of besting Visual Concepts user v user gameplay and online experience.
That won't translate to sales immediately, but it would accomplish a few things:
- it would restore trust & credibility to a Live brand that is lacking big time in that aspect
- it would provide an alternative product to the default arcade nature of their competition, 2k's lack of focus in user v user gameplay and lack of focus in improving the online experience
- This anti-mainstream approach would be attempt to steal 2k's base consumer, create a cult-like following and ground swell support. If successful, then over time slowly bring the product more towards the mainstream
It's almost as if the roles are reversed. Live should want to become the people's champ first like nfl 2k5 -v- madden or nba 2k -v- live back in the day, then sprout wings from there.

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