Reappearing in NBA 2k23, MyCareer mode allows players to explore an online hub where they can play their imagined character on a basketball adventure from the court to an open-world city NBA 2K MT, and eventually be the next NBA superstar.
As part of the experience players are also able to browse stores and customize their avatars. This, as with the else NBA 2K title is riddled with microtransactions. Moreover, the most desirable cosmetics can only be purchased.
As reported by Kotaku players are beginning to stumble across an in-game advertisement for State Farm insurance. The storefront of NBA 2K23 in The City has received an completely new area dedicated to State Farm and one quest in MyCareer involves the player being assigned to talk to the mascot of the insurance company, Jake.
Appearing in numerous ads before, Jake from State Farm has returned in an NBA 2K23 cameo. Fully motioned captured by the actor who first played the role, Jake introduces new players to his neighborhood wearing the State Farm uniform that he refers to as "drip".
Additionally, State Farm also has a storefront. State Farm store also offers other cosmetics from the brand State Farm, with merchandise starting from 15,000 VC for PS3.99/$4.99 in real money. The whole experience and location to be nothing short of bizarre, people have used social media to criticize 2K for its obvious forced marketing.
In the past, 2K has included ad products not associated with the NBA and has received massive criticism because of its inability to skip ads in NBA 2K20 as well as its exploitative behaviour Buy NBA 2K23 MT Coins. Aficionados of the franchise might not be impressed by the fresh State of the Farm insurance advertising however.