NBA, WNBA, 2K Announce New Contract to Expand Gaming Offerings
The NBA and WNBA announced Friday they extended their partnership with 2K for the NBA 2K video game series.
"NBA 2K has engaged a new generation of basketball fans in an increasingly digital world," NBA Commissioner Adam Silver said. "By expanding our partnership and creating NBA Take-Two Media, we look forward to building on the incredible success of the NBA 2K franchise."
The WNBA, meanwhile, hinted at an increased presence in NBA 2K by pointing to "deeper storytelling, enhanced game modes, and new avenues for global fan engagement."
"2K is where millions of young fans deepen their interest and fall further in love with the game of basketball. That's why this partnership is so important," commissioner Cathy Engelbert said. "As the WNBA continues to reach new milestones on the court and across fandom, our presence in NBA 2K ensures that our league and athletes are visible, celebrated, and inspiring the next generation of WNBA fans around the world."
The WNBA's inclusion in the series started with NBA 2K20, and its footprint in the game has expanded over time to offer dedicated MyPlayer and franchise modes.
According to the league, the number of WNBA games played in NBA 2K25 increased by 388 percent, which reflects wider trends in terms of attendance and viewership.
On the NBA side, Friday's announcement included details on the new venture between it and Take-Two Interactive, the parent company for 2K. Among other things, NBA Take-Two Media will help to relaunch the 2K League and produce exclusive content.
"At a high level, it is based on the idea that basketball is a connective tissue in the wider world of pop culture," NBA Take-Two Media CEO Andrew Perlmutter said to the Hollywood Reporter's Alex Weprin. "NBA Take-Two Media is a modern entertainment company that brings fans and players closer together through playful storytelling and immersive live events that are focused exclusively off the court. I'd say more specifically, we weave NBA players, celebs, creators and regular fans together in fun, irreverent, reality style programming oriented around music, fashion, gaming, food, lifestyle — to name some topics and formats — that range from interviews and makeovers to stunts and game shows."
NBA 2K has become a cultural behemoth within the NBA ecosystem and continues to be a major commercial success.
The status quo is unlikely to change with the continued partnership.
