If the game installed correctly and starts properly when you run it, then may be your firewall is preventing it from accessing the internet.
Other than that, I saw this in the manual;
"INTERNET CONNECTION. The Software may require an internet connection to access internet based features, authenticate the Software, or perform other functions. In order for certain features of the Software to operate properly, you may be required to have and maintain (a) an adequate internet connection and/or (b) a valid and active account with an online service as set forth in the Software documentation, including but not limited to Windows Live, Licensor or a Licensor affiliate. If you do not maintain such accounts, then certain features of the Software may not operate or may cease to function properly, either in whole or in part."
Note where it says you need a valid and active account with, but not limited to, Windows Live. I don't know why it would need that, but I don't have the game.
Mark
I am running Windows 7 32-bit and I get this error every time I try to uninstall or reinstall NBA 2k10 on my PC. I looked all over and could not find a solution...only others with the same problem. Can anyone offer me any advice on how to remove this program.

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