Take-Two and NBA Extend Licensing Agreement for NBA 2K Franchise

Take-Two Interactive has announced the extension of its partnerships with the National Basketball Association (NBA), the National Basketball Players Association (NBPA), the Women’s National Basketball Association (WNBA), and the Women’s National Basketball Players Association (WNBPA). This new multi-year agreement ensures that Take-Two will continue to develop and publish the popular NBA 2K video game franchise in the coming years, maintaining the series' exclusivity as the only basketball simulator on the market. The announcement was officially made by Take-Two on June 17, 2025.

The specific financial terms of the new agreement were not disclosed, but previous licensing agreements between Take-Two and the NBA have been significant. The last exclusive seven-year deal, signed in 2019, was valued at approximately $1.1 billion, or about $150 million annually. The longevity of the partnership, which began in 1999 with the release of the first NBA 2K for the Dreamcast, underscores the franchise's importance to both parties.

The NBA 2K franchise is a cornerstone of Take-Two Interactive, selling over 160 million units worldwide to date and consistently generating hundreds of millions of dollars in annual revenue through game sales and microtransactions. In its most recent fiscal report, Take-Two highlighted the performance of the NBA 2K series as one of the main drivers of its consumer recurrent revenue (CRR), fueled by in-game purchases, including virtual currency (VC) and season passes.

Impact and Future of the NBA 2K Franchise

The continuation of the agreement ensures that Take-Two maintains its dominant position in the basketball simulation genre. The NBA 2K series has been the only major basketball simulator on the market since the disappearance of the NBA Live franchise from Electronic Arts in the late 2010s. This exclusivity has been a key factor in the financial success of NBA 2K, allowing Take-Two to fully capitalize on basketball fans' interest in video games.

The ongoing inclusion of the WNBA and WNBPA in the agreement is also noteworthy. The WNBA was introduced in NBA 2K20 in 2019, marking a significant step towards representation in esports. The presence of these leagues in the game reinforces Take-Two and the NBA's commitment to promoting women's basketball.

For the NBA and NBPA, the partnership with Take-Two represents a significant source of revenue and a powerful tool for engaging fans globally. The visibility of players, teams, and leagues through a high-quality video game like NBA 2K is invaluable to the brand. The game allows fans to experience the sport in an interactive way, complementing the audience of TV broadcasts and live events.

Maintaining the partnership is crucial for the basketball gaming landscape. Without direct competition in the simulation category, NBA 2K will continue to be the only option for fans seeking a realistic basketball experience in video games. Although the lack of competition may lead to criticism regarding innovation or microtransaction prices, Take-Two has a clear financial incentive to maintain the quality and relevance of NBA 2K. The franchise will therefore remain a vital asset for Take-Two Interactive and the digital professional basketball universe.