NBA Live 10 is the 2009 installment in the NBA Live series, developed and published by Electronic Arts. Dwight Howard of the Orlando Magic was selected to grace the cover of this year's edition of NBA Live. This is the final game to known as NBA Live. Next year the NBA Live series changed its name to the NBA Elite series.
A number of new features were added to NBA Live 10. Audiences were given a bigger role to create more lifelike atmospheres. In addition, each team was given its individual playing style, with faster running animations that take into account the size of each player. Passing and shooting were also improved by adding new controls and features. A new training facility called "The Hangar" was included as well. There were many improvements to the details of the players including their tattoos, hair, shoes, uniforms, signature shots, and moves. Also, "Dynamic DNA," introduced in NBA Live 09, was improved. NBA Live 10 also contained 24 authentic, fully-licensed FIBA teams. This was the first year that pre game rituals were in an NBA Live game.
Due to NBA Elite 11 being canceled, the Dynamic DNA features will still be used throughout the 2010-11 NBA season free of charge.
Electronic Arts announced on September 11, 2009 that a playable demo of NBA Live 10 was available for download on Xbox LIVE Marketplace for all Xbox LIVE Gold subscribers. In the beginning of the demo, the player will see several NBA stars that can be playable only in "The Hangar," with the exception of Dwight Howard and Kobe Bryant. As they are playing, LeBron James enters while the other players give him a warm welcome, especially Dwight Howard, with a friendly hug. The playable players in The Hangar are Dwight Howard, Kobe Bryant, Dwyane Wade, LeBron James, Chris Paul, Carmelo Anthony, Amar'e Stoudemire, and Brandon Roy. In the game menus, you can either play a quick game, view credits, or leave the demo. When playing the quick game, the player's choices are limited. The user can either play as the Orlando Magic (away team) or the Los Angeles Lakers (home team). The atmosphere is set to "NBA Finals" and cannot be changed, to show the new feature of crowd atmosphere. The difficulty can be changed, but the game is restricted to four-minute quarters, and the user cannot play past the first half. All the in-game features are available, and to show another feature, demo features a throwback jersey available for both teams. For the Magic, an away jersey worn from 1994-95, and for the Lakers, a home jersey worn from 1961-62. The demo was made available to Xbox LIVE Silver members and on the PlayStation Network on September 17.
EA sports Live team added new jerseys for the upcoming games for the 2009–2010 NBA season and throwback jerseys that were played in the NBA seasons in 1980s and 1990s. On November 12, 2009, they have revealed the code on an official EA Sports blog for brand new alternate jerseys this season. The teams that have new alternate jerseys include the Atlanta Hawks, Dallas Mavericks, Houston Rockets, and the Memphis Grizzlies. On December 2, 2009, another official EA Sports blog has revealed that there is another new code to unlock throwback jerseys including the Cleveland Cavaliers, Golden State Warriors, Minnesota Timberwolves, Orlando Magic, Philadelphia 76ers, Portland Trail Blazers, Toronto Raptors, and Utah Jazz.
On December 20, EA sports released a DLC (Downloadable content) called "NBA Live 10 Holiday shoe pack". The DLC featured 23 new shoes to be added in game.
IGN reviews were generally favorable, calling the game "an improvement over previous entries in the series with better animations and gameplay", but criticized the lack of any stand-out new play modes. They awarded a score of 8.2. The game currently holds a score of 80 ("generally favorable" reviews) on Metacritic.