NBA 2K13 continues to be innovative every year in finding ways to draw more fans. They have the best basketball product on the market but they don’t stop there.

Two years ago they included Michael Jordan and the Jordan Challenge in NBA 2K11. Last year they added even more legends by popular demand featuring Larry Bird and Magic Johnson on the game’s cover along with Jordan.

This year NBA 2K13 will be partnering up with Jay-Z who is coming on to serve as executive producer.

“This has been a unique opportunity to collaborate with 2K Sports and be a part of one of the best sports video games in history,” Jay-Z told 2K Sports. “NBA 2K13 will be the next evolution in sports and basketball culture, and I’m ready to usher in the new era of the franchise.”

The move to include a Hip Hop legend in Jay-Z was again a very savvy one by the 2K Sports team. With the Nets moving to Brooklyn for next season as well, it’s even more fitting.

“We aren’t content with just being the best, and we will continue to grow the NBA 2K franchise into one of today’s premier entertainment experiences,” Jason Argent, vice president of marketing for 2K Sports said. “Jay-Z’s role in NBA 2K13 represents a unique fusion of basketball, music, art, and entertainment, and illustrates the evolution of NBA 2K into something much bigger than simply the best basketball video game series ever made.”

2K Sports also announced today the soundtrack for the game which will include many songs by Jay-Z himself.

Credit: NBA 2K13 Facebook page

It was revealed a few weeks ago that Kevin Durant, Derrick Rose and Blake Griffin would grace the cover of the game. NBA 2K13 will release on October 2, 2012 in North America.

Durant, Rose and Griffin are three of the league’s hottest young stars which is clearly something 2K Sports is trying to sell with this year’s game.

The past two years, the NBA 2K series has focused on legends including Michael Jordan, Magic Johnson and Larry Bird. That was especially convenient for last year’s game which was released while the NBA lockout was going on. Reminiscing with the legends was a perfect cure for NBA lockout withdrawals.

Focusing back on the present and the future of the league was the right step for NBA 2K13. Durant, Rose and Griffin certainly represent that to the fullest.

This is actually the second time Durant has been on the cover of an NBA video game with the first time coming for NBA Elite 11, a game that was planned to release in 2010 but delayed and later canceled by EA Sports basically because they knew NBA 2K11 would blow it out of the water.

Many people thought LeBron should have been considered for the cover but the decision was obviously made awhile ago as to who would be selected. LeBron’s recent ascension as an NBA champion was unable to influence who NBA 2K13 chose for their cover.