Mars Lane is working with legendary game announcer Tim Kitzrow—best known as the voice of NBA Jam and the iconic catchphrase “Boom Shakalaka”—to develop exclusive licensing opportunities across gaming, media, and branded experiences. Kitzrow’s voice helped define one of the most influential arcade sports games of all time, with lines like “He’s on fire!” and “Boomshakalaka!” becoming part of basketball and gaming culture.

Through this collaboration, Mars Lane is helping extend Kitzrow’s legacy into new partnerships and platforms, creating opportunities that bring one of gaming’s most recognizable voices to new audiences while preserving the cultural impact that made it legendary.