Three years ago, we had Don C and Jerry Lorenzo kind of NBA 2K MT lead the way as our two brands. We just saw that people really liked wearing these brands in our game and trying to stand outside. So then we wanted to give them more choices, but we also wanted to become a platform for aspirational individuals in the fashion world, to help you while we had Don, who's obviously extremely built-out previously, we kind of took a flyer on Chinatown Market annually -- and clearly they've turned into a massive new in the last couple of years. I feel the same way about Eric Emmanuel. Tracey is actually a really good example as well.
Tracey is quite famous in the basketball world, but his brand isn't as known and we must be aspirational and believe in his expansion. I wished to give him the chance to get Visitor On Earth from the game. It's a way for these men to see like, hey if it does well in the game, perhaps I must consider it publishing it out from the real world. That is an innovative idea process: to leverage the electronic then make the bodily without having to spending a lot of money trying to find out whether it's going to work or not. I believe that it's pretty brilliant.
Even getting someone like Zack Bia to the game was in-touch. Yeah that's another really great example. I mean, you wouldn't think about Zack as a traditional basketball influencer, but I kind of thought about registering him a couple of years ago because I understood that we were involving all these fashion brands. We signed a couple of guys in the world, who are known in the fashion world rather than at the basketball world. If we can get them to wear things in games and also be a connector for their people -- such as Zack's really near Drake -- it promotes the growth of fashion in the sport.
We wanted to present our games the capability to express and differentiate themselves in the way any NBA player can via their story telling. Fashion is now a key element to that and, so we've partnered with all the latest names in that area to provide digital clothing options for gamers to fit on their own players. We do electronic falls from each one of Cheap 2K21 MT our partnered clothing brands and try to align with their corresponding physical releases once we can to be a different extension for them in their advertising and marketing campaigns. The frequency is dependent upon time of year as you'll see more throughout the holidays, basketball events [like NBA All-Star] and fashion events [such as Milan Fashion Week, etc..