• by Larissa Faw , November 22, 2017

Videogame publisher Take-Two Interactive has appointed Butler, Shine, Stern & Partners (BSSP) as the new AOR for the NBA 2K account following a formal review. CP+B LA was the incumbent.

BSSP will be tasked with developing the strategic vision and creative execution of marketing campaigns behind the next year’s NBA 2K19 release. The campaign for the basketball-centric videogame franchise will include television, digital content, partnerships and point-of-sale for both the console and mobile versions of the game. Their first collaboration will launch in spring 2018.  

The creative concept will both raise consumer awareness and resonate with the NBA lifestyle, says Alfie Brody, vice president, marketing, NBA 2K. BSSP will leverage our existing equities as well as expanding into opportunities that go beyond traditional marketing. For instance, NBA 2K18 is the first time Take-Two and partner Visual Concepts enabled gamers to explore and play in an immersive live world NBA environment. 

NBA 2K's measured media spending totaled $5.81 million 2016, according to Kantar Media.

"We believe that NBA 2K18 will become our most successful sports title ever both in terms of units sold and recurrent consumer spending," said Take-Two executives during its most recent call with investors.

In addition to versions for X-Box, PlayStation, and PC, NBA 2K18 recently issued a version for Nintendo Switch.