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NBA, Take-Two Form New Media Company to ‘Celebrate’ Basketball, Extend Long-Standing Games Pact
The NBA and video game publisher Take-Two Interactive have renewed their ongoing licensing deal and launched NBA Take-Two Media.
The new business was “created to celebrate basketball’s unique role in culture” and will “produce stories and experiences across gaming, travel, music, fashion, food and more in partnership with tastemakers, athletes, creators and fans.” “We are immensely pleased to continue our longstanding, highly successful partnership with the NBA and the NBPA and look forward to building upon the record-setting achievements that we have accomplished together,” Take-Two Interactive CEO and chairman Strauss Zelnick said. NBPA executive director Andre Iguodala added: “NBA 2K is a staple in the basketball community and has given fans a dynamic and immersive opportunity to experience the game and deepen their connection with the players.
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