NBA 2K11 has everything to lose this year. As the top-selling basketball title of last year, and with EA rebuilding and re-branding its own basketball experience as NBA Elite 11, you might think 2K Games could probably coast for the next few years, sit back and count the dough. But if there's one phrase I've heard plenty of times from 2K reps during my visit, it's "The Pepsi Challenge."

2K is putting its money where its mouth is, investing in real improvements to its yearly franchise. The first (and perhaps most important to longtime fans) is the online play. Right away I threw the question at them (it's a hot topic in the community and something I bring up every time I talk to these guys -- we've gotta be sure!) and asked, "Are you going to fix the online experience this year?" I was told it was a big focus for 2K -- the other, obviously, being Michael Jordan.