Fans Can Now Purchase Live NBA League Pass Games In-Progress

Microtransactions are here to stay. (Image via NBA.com)

Taking a page out of video games and apps, NBA Digital is rolling out microtransactions that will allow fans to purchase and watch live NBA games in-progress at a reduced price.

Available to all fans via the NBA App and NBA.com, as well as B/R Live, the new NBA League Pass offering will provide fans with real-time access to live NBA action whenever the they may want to watch.

On the flexibility it offers fans, NBA Commissioner Adam Silver had this to say:

“To take a page from the virtual world of video games where there’s microtransactions, the thought was to sell the fans what it is that they want. Whether that’s 5 mins or 10 mins.”

.@Turner President David Levy and @NBA Commissioner Adam Silver unveil an all-new experience that will allow fans to purchase and watch live NBA games in progress at a reduced price, including on #BRLive pic.twitter.com/EZRzM35xRL

— TNT Sports U.S. PR (@TNTSportsUS) March 27, 2018

In an era where social media drives the conversation around the biggest moments of games, this new pricing model will allow the NBA to capture an audience that may only want to see the game-winning jumpshot or LeBron drop 70.

Launched alongside their partners at Turner, Silver expressed his excitement for the new feature.

Wow. @NBA experimenting with in app micro-transactions, offering 4th quarter of a game for $0.99. The future is here. pic.twitter.com/pu602ZAokn

— Vasu Kulkarni (@Vasu) March 24, 2018

“This offering is a new and exciting way for fans to experience live NBA action,” he said. “Turner Sports shares our commitment to innovation and to making our games even more accessible.”

For David Levy, President of Turner, the NBA has been a partner in every sense of the word and one that has allowed them to deliver the best experience possible for fans.

“The distribution of content continues to evolve and Turner has invested in creating and delivering premium, multi-platform experiences including our soon-to-be-launched B/R Live sports streaming service,” he said. “Our long-standing partnership with the NBA has been led by a shared vision to provide fans with the most engaging experiences that match a wide variety of viewing preferences. This is a game-changing initiative to provide fans with personalized access to premium NBA content. From games on TNT and NBA TV or the volume of out-of-market games through NBA League Pass, to the defining moments of a thrilling matchup with a compelling story arc, we’ll have it covered.”

A new day, a new technological advancement for the NBA. Tell us where you have heard that before.