As a fan of Live games since 95 (up until I discovered 2K7), I always swore by them. When I discovered 2K series, it was love at first sight for me.
Gameplay is un-challenged with 2K.
Whilst Live has some great features, like pre-game menus etc, 2K will eat it up this year.
I played both demos for the 360 and whilst I was disappointed with what we were given with 2K10, I still preferred it over the much more thorough Live 10 demo.
Picked up 2K10 last night, and I'm in love. I'm flogging the "My Player" feature, which allows you to create a scrub, and (you'll love this Jim), run drills, pick-up games, and scrimmages. You're aim is to be drafted, but first you have to get passed training camps, and the D-League before being offered a 10-day contract with a Team.
I'm still learning, so havent got too far with it.
Gameplay, I've hardly played it other than 1 game last night (I'm still participating in a 2K9 League, and don't want to use players on my drafted team), and what I saw/felt was pretty good.
If I had to recommend any, it'd be 2K for sure.
2K also has dedicated staff for updating their 2K Living Rosters, where if a player is traded, or signed, it'll update on 2K10 game (provided you have the net hooked up with Xbox Live - assume it's the same for the PSN).
Also, another cool feature with 2K10 which everyone will appreciate. It's got a new feature I think it's called "Today's Games", I could be wrong tho. What it is, is games currently being played in the NBA are shown on the menu, only as either a completed box score, or preview.
You also have the ability to re-play that game as either teams.
It's like looking up the scores when you get home from work/school, only you get to look them up then play the game too!!!