The latest developer diary for NBA 2K13 covers the MyCareer mode, which features a lot of changes and improvements this time around.
For one, producer Erick Boenisch says they've focused a lot on both on and off court lives of players, and that what you say in press conferences now will have a direct effect on what fans and commentators think and say about you. Animations and player models in that department seem kind of janky, but the rest looks good.
There are now two paths for endorsements if you're into that sort of thing (clever integration, there), and you'll be able to customize your player further through a variety of special animations like pre-game rituals and such.
While everything talked about here may seem like a bunch of interesting crap thrown together, Boenisch says it all meshes well together in a cause and effect relationship.
But to heck with all that and on to what's really important: the in-game social media feature will see you get pseudo-Tweets from various pros, and also celebrities like Justin Bieber himself -- finally, validation!