I've got an idea on how NBA Live can regain a fanbase.
What's the one thing that NBA Live can do better than 2K when they come back in order to gain fans again? Online play. How I think they should do it is by bringing something to basketball video games that has never been done before.
NBA Live should go in a different direction for at least 1 game mode online. A 5 on 5 game similar to crew mode, But with the following features:
Have a lobby system where people can join at any time in a game, like a game of Call of Duty. The reason why I play cod more than NBA 2K13, is because online is more accessible. You can play a couple of games and just leave. This is suited for a mode like Crew Mode which should be in NBA 2K14. You just have a 5 on 5 lobby, where if somebody leaves, another person can join at any time, similar to a pickup match at a local court. You could also team up as a party with your friends, and have a team name as your 'clan tag'.
They could also remake the ranking system, where you are rewarded with playing online games, similar to Call of Duty. They should have a level rank up system, where different signature skills, animations, clothes, and progressively better attribute increases can be purchased with points gained from say getting an assist, scoring a basket etc, and there are better things to unlock the higher level you go. There also should be an incentive to start the whole process again after reaching max rank, for example that you can't get a 99 overall player unless you have done the process a number of times and purchased the neccesary attribute unlocks. Just using black ops 2 as an example. There is always a reason to rank up in games like Halo, Cod, Battlefield, where in sports games there isn't, which takes half the reason to play online out of the game for some people.
Also challenges can be a big part of online play. For example, dish out 10 assists, then 25, then 50, then 100 etc, or 20 points in a game, 30 points in a game, the possibilities are limitless, where you get rewarded with further progress towards leveling up or vc or both.
There should be 5 different slots for each position, similar to custom classes, but 1 for pg, sg, sf, pf, c, and each 'prestige' you could get an extra slot, so if you had a 3 point specialist for the SG, you could also have a slasher without having to change mid game.
Also there should be different 'base' attributes to start off with with a primary and secondary focus, with different reasons why to pick them. Also progressively better base attributes should be accessible the further you level up.
Also design your own jersey/clothes for online
Also you should be able to check other people's 'playercards' to see what they are like, if they are a good passer, good shooter, w/l record etc.
If something like this was implemented, even on a separate disc, I'm sure a lot of people would play Live again just to try it out. It could even be big.