Hidden Levels Ep. 1: Mr. Boomshakalaka

Oct 7, 2025

In this engaging discussion, James Parkinson, a contributor and producer for 99% Invisible, teams up with Tim Kitzrow, the iconic voice of NBA Jam. They delve into the game's revolutionary features, from digitized graphics to the exhilarating 'on-fire' mechanic. Tim shares the origin of his catchphrase 'Boom Shakalaka,' born from improvisation, and recounts how he crafted his energetic announcer style. The episode also explores NBA Jam's cultural impact and its staggering revenue generation, highlighting how it reshaped both gaming and basketball commentary.

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ANECDOTE

Arcade Test Night Turned Into Bedlam

Mark Turmell tested NBA Jam by installing a cabinet at Dennis' Place for Games and watched players swarm the machine.
He observed fistfights, gambling, and jammed coin doors as people reacted wildly to big dunks.

INSIGHT

Real Faces, Unreal Gameplay

NBA Jam combined digitized player graphics with exaggerated, fantasy gameplay rather than strict realism.
That mix amplified spectacle and made the game feel like high-energy entertainment more than a simulation.

INSIGHT

Hardware Shifts Enabled Real Voices

By the early 1990s, arcade hardware could store brief real voice recordings, changing how games sounded.
Developers now sought distinctive announcer voices to cut through noisy arcades and draw players to cabinets.

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Welcome to our all-new collaborative series, "Hidden Levels," in which we team up with 99% Invisible to explore how the world of video games has impacted the world beyond. We’ll dive deep into how games are made and designed, exploring everything from the history of the joystick to the faithful recreation of nature in digital spaces.

Whether you are a lifelong gamer or have never picked up a controller, "Hidden Levels" uncovers how games have quietly changed culture, technology, and the way we see the world...starting with a '90s arcade classic.

Developer Mark Turmell worked at Midway, which was known for iconic games like Space Invaders, Pac-Man, and Mortal Kombat. His creation of NBA Jam in 1993 pushed the company in a new direction. It debuted at the height of the Chicago Bulls' dynasty, aiming to capture the energy of professional basketball in a high-octane, over-the-top format.

The game was a hit out of the gate, captivating players with its digitized graphics (with the heads of real NBA players) and fantasy gameplay where players could become "on fire."

At the heart of the NBA Jam gaming experience was the voice of its announcer, Tim Kitzrow. Turmell and the game's sound team had realized they needed a voice that could match the game's energy and cut through the din of an arcade, without the budget for a professional NBA commentator. So they turned to Kitzrow, an improv comedian and journeyman actor, who was initially hired by Midway for pinball voiceovers — it was just a fun side gig. He had no idea that his work on NBA Jam would make such a lasting impact on the industry.

Kitzrow modeled his energetic, flamboyant delivery on NBA announcer Marv Albert, infusing it with his own ad-libbed, short, and punchy catchphrases like "REJECTED!" and the game's most famous line, "Boomshakalaka!"—which was suggested by an artist and inspired by funk group Sly and the Family Stone. The game became a monumental hit, reportedly making $1 billion in quarters in its first year, with its catchphrases entering basketball vernacular.

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Credits:

This episode of "Hidden Levels" was produced by James Parkinson, edited by Emmett FitzGerald, and mixed by Martín Gonzalez. Original music by Swan Real, Jamilah Sandoto, and Paul Vaitkus. Series theme by Swan Real and Paul Vaitkus. This story was adapted from James Parkinson’s podcast, Gameplay.

The Managing Producer for "Hidden Levels" is Chris Berube. The series was created by Ben Brock Johnson. "Hidden Levels" is a production of 99% Invisible and WBUR's Endless Thread.