Milwaukee's digital initiative is called "Bucks Gaming," which comes complete with a fancy new logo.
"This isn't just a flash in the pan. There's 30 million people a year playing NBA 2K. There are now leagues, there are now events that have streamings that do more audience than the Super Bowl," Bucks President Peter Feigin said. "This is a participatory game that really has captured the world and we want to be on the cutting edge and have a finger on the pulse of what's going on."