The 2023 NBA All-Star game was one of the most disastrous events in the history of the league. Despite the NBA’s efforts to improve the game, the three-hour spectacle was dominated by non-basketball content, leaving fans frustrated and disappointed.

In an attempt to boost player engagement and competitiveness, the NBA introduced various reforms, including a target score and a tournament format. These changes initially seemed promising, with players showing more effort on the court. However, the real issue was not the game itself, but rather the excessive padding of content around it.

The game was interrupted by a 10-minute tribute to Inside the NBA, a 6.7 million viewership- generating segment with Shaquille O’Neal and Kevin Hart’s jokes, a concert, and multiple commercial breaks. The breakdown of the time slots, compiled by a Reddit user, revealed that less than 25% of the three-hour time slot was dedicated to actual basketball.

This is not just about the basketball being played. The way the NBA approaches the All-Star game is a reflection of its priorities. Instead of focusing on the product, the league seems more interested in creating content that generates views, even if it means diluting the experience for fans.

As the author of the tweet points out, some of the most-watched content was actually the non-basketball-related segments, such as Shaq and Kevin Hart’s jokes (2.6 million views) and Kevin Hart’s intro (1.1 million views). In contrast, Victor Wanyama’s impressive dunk had a mere 55,000 views.

The NBA clearly recognizes the value in promoting content that attracts attention, even if it’s not necessarily relevant to the fans who watch the game for the love of basketball. This is a problem that needs to be addressed, as it undermines the core product and creates a spectacle that’s more focused on novelty than quality.

The solution is clear: the NBA needs to return to basics and prioritize the game itself. Here are some suggestions to improve the All-Star game:

1. Earlier start time: The game should begin no later than 8:05 Eastern Standard Time, and the pre-game coverage should be streamlined to avoid unnecessary delays.
2. Serious analysts and commentators: Replace the jokesters with genuine experts who can provide insightful analysis and promote the players and the game.
3. Raise the target score: Increase the target score to ensure that games are more competitive and entertaining for fans.
4. Cut down on breaks and gimmicks: Reduce the number of commercial breaks and extraneous segments to give fans more basketball and a more immersive experience.

By focusing on the game and its players, the NBA can create a product that resonates with fans and showcases the best of the league. Until then, the All-Star game will continue to feel like an afterthought, overshadowed by the noise and spectacle that surrounds it.

Matas Buzelis, on the other hand, is a shining light in an otherwise lackluster season. The young Lithuanian guard has been a revelation, and his performances have earned him the title of real MVP this season.

As the NBA continues to navigate its priorities, it’s essential to remember that the core product is what matters most to fans. By emphasizing the game and its players, the league can create a more engaging and entertaining experience that resonates with audiences.

In the meantime, Matas Buzelis will continue to shine, and the All-Star game will likely remain a spectacle that’s more focused on novelty than quality.