The NBA, along with video game leader Take-Two Interactive, and the National Basketball Players Association, have tentatively agreed on a multiyear contract extension for their collaboration. This deal will prolong the NBA 2K video game series and explore fresh avenues together.
One emerging field is media and entertainment, where these companies have introduced a new venture called NBA Take-Two Media. This initiative blends competitive gaming, social content, extended video programming, and live events together.
Andrew Perlmutter, CEO of NBA Take-Two Media, explains in an interview with The Hollywood Reporter that the company’s approach is built upon the concept that basketball serves as a common link in the broader realm of popular culture. Essentially, NBA Take-Two Media is a contemporary entertainment business that bridges the gap between fans and athletes through entertaining narratives and interactive live events, all happening off the court. In simpler terms, our content connects NBA players, celebrities, artists, and everyday fans in an engaging, humorous, reality-style format focusing on music, fashion, gaming, food, lifestyle, and more – encompassing everything from interviews and makeovers to challenges and game shows.
Among the inaugural productions unveiled by our freshly formed company, you’ll find an intriguing travel documentary starring ex-NBA all-star Joakim Noah. In this series, he journeys across the globe to delve into the unique ways basketball is played and embraced within various local neighborhoods worldwide.
Perlmutter notes that the organization plans to generate its unique programs and socially relevant content within their own facilities. However, he also hints at potential partnerships with creators on various social media networks.
He believes we’re now in a stage where content creators have produced highly engaging social media content. There’s a chance to take the strategies these creators use and integrate them into programming based on top-tier intellectual properties, like the NBA. On the social media platform, you might see everything from brief 30-second clips to longer, 15-minute programs with a lively, informal tone.
After temporarily halting the NBA 2K League last year, the NBA and Take-Two Interactive have formed a new company called NBA Take-Two Media. This entity will oversee a revamped version of the 2K League, which combines gameplay and storytelling. The refreshed 2K League will involve real NBA teams and players, celebrities, content creators, and fans, as announced by both companies. The revamped league is set to launch later in this year.
The fundamental concept revolves around utilizing the 2K competition to construct an engaging and enjoyable collection of programming, as Perlmutter explains. 2K has a strong appeal among NBA players, celebrities, content creators, and everyday people. We will continue to feature NBA teams in this competition and distribute titles, but the primary aim is to blend exciting entertainment programming elements onto the competition itself.
The goal behind refreshing the league within the broader context of the media company is to capitalize on a period when sports and mainstream culture seem to be intersecting significantly. While the old league primarily attracted video game enthusiasts, the revamped endeavor could attract a more extensive array of NBA fans.
Perlmutter expresses that the potential extends far beyond just competitive gaming: “There’s a vast cultural landscape we have an exceptional chance to explore and claim with our distinctive brand. This stems from the fact that we are at a significant turning point in culture, and this presents the biggest and most thrilling opportunity to shape it.
Absolutely, this collaboration ensures that the NBA 2K series, with over 150 million units sold, will persist and carry on in future years.
Or:
This partnership guarantees that NBA 2K, a game with sales exceeding 150 million copies, will be around for many more years to come.
Both sentences convey the same meaning while using slightly different wordings.
In a statement, NBA Commissioner Adam Silver expressed that NBA 2K has captivated a fresh wave of basketball enthusiasts as we move further into a digital era. By broadening our collaboration and forming NBA Take-Two Media, we eagerly anticipate furthering the remarkable achievements of the NBA 2K series.
Take-Two Interactive’s chairman and CEO, Strauss Zelnick, expressed great joy in extending their long-standing, prosperous collaboration with the NBA and NBPA. He is eager to further enhance the remarkable milestones we have achieved together. Zelnick expresses gratitude towards Adam Silver, Andre Iguodala, and all our partners at the NBA and NBPA for their unwavering backing and joint ambition to elevate NBA 2K to the forefront of interactive entertainment basketball franchises. He is thrilled to introduce NBA Take-Two Media and eagerly anticipates the innovative ways it will redefine and expand the NBA experience for our audience.
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2025-06-13 18:25