NBA 2K is a huge driver of recurrent consumer spending and last year delivered one of its strongest period on record.
NBA 2K maker Take-Two Interactive has extended its multiyear partnership with the National Basketball Association (NBA), National Basketball Players Association (NBPA), the Women's National Basketball Association (WNBA), and the Women's National Basketball Players Association (WNBPA).
The NBA 2K franchise remains a jewel in the crown of the U.S. company. In its latest financial report, Take-Two confirmed that NBA 2K25 and NBA 2K24 were some of the largest contributors in terms of net bookings across the 2025 fiscal year.
The series is published internally under the 2K label. According to Take-Two CEO Strauss Zelnick, NBA 2K consumer spending increased by 42 percent last year as the franchise delivered one of its strongest periods on-record.
Robust sales of recent NBA 2K games
NBA 2K25 has sold almost 10 million units worldwide—a 7 percent increase on NBA 2K24 sales during the same timeframe. The franchise maintains an annual release schedule alongside WWE 2K.
Take-Two will now be able to continue expanding the sports sim in partnership with the NBA, NBPA, WNBA, and WNBPA. It's unclear how long the new partnership extensions will last.
"These agreements will enable 2K to continue creating the most realistic, authentic, and engaging NBA video game experiences," reads an announcement. "NBA 2K is the top-selling, top-rated NBA video game simulation series that has sold-in over 150 million units worldwide and has a passionate and vibrant community of millions of active daily players."
As part of their ongoing partnership, the NBA and Take-Two will launch NBA Take-Two Media. The new organization is described as a "a modern entertainment company that will bring fans and players together through competitive gaming, social-first content, original programming and live events."
Zelnick said the deal will "empower NBA 2K to become the premier interactive entertainment basketball franchise."