Justin Bieber in NBA 2K13

Exactly. It's a small easter egg/extra that most of us can and will very easily ignore.

If you will still feautre Bieber as the man on blacktop, then 2K would be game over to SOME of their fans. We'll surely never know the results of their sales with Bieber in hand but analyzing the opportunity by NBA Live 13, they might break the market once again with the support of those basketball-loving-yet-Bieber-hating GUYS.

NOTE: GUYS PLAY 2K13... NOT GAYS, NOT GIRLS.

I'm pretty sure that NBA 2K13's demographics aren't that limited, nor will Bieber's presence as an easily ignored bonus character be a gamebreaker for most people.