Has anyone else noticed...

...NBA 2K10 ads on ESPN? It could be just ESPN Australia, but I'd be interested to know if ESPN in the US and other markets have been showing ads for NBA 2K10 during NBA broadcasts. I just thought it was a little funny given ESPN's deal with EA Sports, one would think that if any basketball video games would be advertised during NBA on ESPN broadcasts it would be NBA Live and NCAA Basketball.

I'm guessing the agreement allows Live to use ESPN license but doesn't put any exclusivity on ESPN on whether they have to promote Live or its competitor.

but ESPN does use NBA Live 10 and other EA games in their virtual playbooks

I'm guessing the agreement allows Live to use ESPN license but doesn't put any exclusivity on ESPN on whether they have to promote Live or its competitor.

I'd say so, but I just thought it was kind of funny to see constant ads for 2K10 and none for Live 10 given the partnership between EA and ESPN.

but ESPN does use NBA Live 10 and other EA games in their virtual playbooks

That's true.