NBA, Players Planning To Stay In 2K Game With Extended, Expanded Alliance
Tuesday, January 15, 2019 at 07:45PM in 2K, NBA, NBA, NBA2K, NBPA, sports marketing, videogames

NYSJ Sports-Entertainment Business News Service

January 15, 2019:
The NBA and the National Basketball Players Assn. have signed what was called a “significant, multi-year global partnership extension” with 2K and the NBA 2K franchise.

The deal continues an alliance that is celebrating its 20th anniversary with the recent release of NBA 2K19.

2K, a wholly-owned label of Take-Two Interactive Software, said the agreement also “expands upon the success of NBA 2K, the top-rated and top-selling NBA video game simulation series for the past 17 years that has sold-in more than 86 million units worldwide.”

Financial terms of the pact were not shared, but were put at more than $1 billion by industry analysts.

“The NBA has been an outstanding partner throughout the history of the NBA 2K franchise, contributing significantly to its unparalleled success and the ability to grow its audience around the world across a myriad of platforms and offerings,” Strauss Zelnick, chairman and CEO for Take-Two, said via the company.

“We’re thrilled to be in business with (NBA commissioner) Adam (Silver) and the entire team at the NBA, and enter into the longest-ever partnership extension between our organizations. Together, we’re confident that we will continue to find new and innovative ways to captivate and engage basketball fans, and expand further the success of the NBA 2K brand.”

Take-Two said it set a series record for NBA 2K18 with 10 million units sold. Kyrie Irving of the Boston Celtics was on the cover.

NBA 2K19 features LeBron James on the 20th Anniversary Edition, which came with an anchor spot, “How Could They Have Known” and multi-media marketing support.

“It’s humbling to be on the 20th anniversary cover of a game I’ve played and loved since I was a little kid,” said James via the video company when the cover was unveiled this past June.

According to Alfie Brody, vp-marketing for NBA 2K, “This year marks the 30th anniversary for the development team at Visual Concepts and the 20th for the NBA 2K series, so it was important to commemorate this milestone by partnering with the most iconic athlete of this generation in LeBron James.”

NBA 2K19 Standard Edition features Giannis Antetokounmpo of the Milwaukee Bucks.

The alliance also includes NBA 2K Online and NBA 2K Online 2 — which together have 40 million registered users — NBA 2K Playgrounds 2 and NBA 2K Mobile.

The NBA 2K League launched in  May 2018.

According to Michele Roberts, NBPA executive director, “NBA 2K has become an important part of the NBA culture both for our players and fans.

“We look forward to continuing this partnership with the league and Take-Two Interactive.”

LeBron Gets Covered on NBA 2K19 20th Anniversary Edition

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