Beyond “Tap to Watch,” the league is focusing on helping drive fans to games through other touchpoints as well, including its reimagined NBA app and NBA TV channel, which are in the league’s control following the NBA’s move away from its previous deal with Warner Bros. Discovery.

For instance, the NBA’s new flagship show, The Association, which features hosts and talent such as MJ Acosta-Ruiz, David Fizdale, Rudy Gay, Chris Haynes, and John Wall, will give fans tune-in information, letting them know where and how to watch.

Zuckert says the initiative was a “work in progress” throughout the offseason, and the experience will evolve moving forward, with the NBA working with additional partners and platforms to expand its reach.

“This is a fan-focused experience,” Zuckert said. “We want to make sure that fans can find the games as easily as possible and tune in to as many games as they can. We know that the live game is the most important part of what we do, of course, and we want to make sure that fans can see it.”