NBA and Take-Two Interactive launch new Media company

Credit: NBA 2K

The NBA and Take-Two Interactive have officially launched a new joint venture called NBA Take-Two Media.

This new company is designed to bring fans closer to the action—not just through games, but also via esports, social-first content, and live events.

According to the official press release, NBA Take-Two Media was created to “celebrate basketball’s unique role in culture.” That mission includes developing stories and experiences that revolve around travel, food, gaming, and more—working with influencers, athletes, and the wider fan community to build something that extends beyond just traditional broadcasts or esports leagues.

While this might sound like a new initiative, it’s actually a reimagining of the NBA 2K League, which was first introduced back in 2018. The original league never quite reached mainstream esports status, and this revamp appears to be a fresh attempt to expand it into a global media and entertainment platform.

The launch was announced alongside a renewed multi-year global deal between the NBA, the National Basketball Players Association (NBPA), and 2K. Take-Two CEO Strauss Zelnick expressed confidence in the long-standing partnership, stating, “We are immensely pleased to continue our highly successful collaboration… and look forward to building upon our record-setting achievements.” The NBA 2K franchise has sold over 150 million units since its first release in 1999, with NBA 2K25 contributing significantly since its September 2024 release.

This year has already seen increased momentum in the NBA's gaming space. Back in April, 2K partnered with The Play Company to offer new weekly and celebrity-hosted tournaments in the U.S..