If you missed the memo from the Beijing Olympics that basketball is white-hot in China, a deal between GigaMedia Limited and Electronic Arts Inc. should drive the point straight into the hoop. In July, Giga, a Taipei, Taiwanbased online gaming firm that already operates broadly in Asia, scored an exclusive license to offer EA’s NBA Street Online in the Chinese market for the next three years. The game is a real-time, multiplayer online version of EA’s phenomenally popular NBA games series. Set against the background of street basketball, the game features play with current NBA superstars.
After the United States, China represents the largest NBA market in the world. The NBA estimates 300 million Chinese play basketball, and uncounted more millions are fans. “NBA” consistently ranks as the top sports term on Baidu.com, China’s leading search engine.
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