Three years back, we had Don C and Jerry Lorenzo kind of lead the way as both brands. We only saw that people actually liked wearing these brands in NBA 2K21 MT Coins our game and trying to stand outside. So then we wanted to provide them more choices, but we also wanted to be a stage for aspirational people in the fashion world, to help you while we had Don, who's clearly extremely built-out already, we sort of took a flyer on Chinatown Market annually -- and clearly they've turned into a massive brand in the previous couple of years. I feel exactly the identical way about Eric Emmanuel. Tracey is really a excellent example as well.
Tracey is very famous in the basketball world, but his brand is not as understood and we have to be aspirational and believe in his growth. I wanted to give him the chance to get Visitor On Earth in the match. It is a way for all these men to see like, hey if it does well in the match, maybe I must consider it releasing it out from the actual world. That's an innovative thought process: to leverage the digital then make the bodily without even having to spending a great deal of money trying to find out whether it is going to work or not. I believe that it's pretty brilliant.
Even becoming someone like Zack Bia to the match was in-touch. Yeah that is another really great example. I meanyou would not think of Zack as a conventional basketball influencer, but I kind of thought about signing him a year or two ago because I understood that we were involving all these fashion brands. We signed a couple of guys in that world, that are known in the fashion world rather than in the basketball world. If we can make them wear stuff in matches and be a connector for their people -- like Zack's really close to Drake -- it encourages the rise of fashion in the game.
We wanted to give our matches the capability to communicate and differentiate themselves in the way any NBA player can through their story telling. Fashion has become a key element to that and, therefore we have partnered with all the latest names in that space to offer digital clothing selections for gamers to match on their own players. We do electronic drops from Buy NBA 2K MT each of our partnered clothing brands and attempt to align with their corresponding physical releases when we can to be another extension for them in their advertising and marketing campaigns. The frequency depends on time of year since you'll see more throughout the holidays, basketball events [like NBA All-Star] and style events [such as Milan Fashion Week, etc..