Take Two launches new "2K" label as EA dismisses MLBPA deal

Publisher Take Two Interactive had announced the creation of a new label, 2K Games, which will house a number of its development studios - including those working on sports titles, which will now be published as 2K Sports.

The move comes in the wake of rival Electronic Arts' signing of an exclusive deal for the use of the ESPN license, which Take Two had formerly used on its sports line-up, and establishes a new brand for the firm's continued assault on that market sector.

Both Visual Concepts and Indie Built, sports game development studios recently acquired from Sega and Microsoft respectively, will come under the new 2K Games label, along with Venom Games, PopTop Software, Frog City Software, Visual Concepts subsidiary Kush Games and Take Two's licensing team.

2K Games will publish titles including the Close Combat franchise, Stronghold 2 and forthcoming movie tie-in Charlie and the Chocolate Factory, while the 2K Sports label will apply to the company's entire line-up in that field - including the baseball titles for which Take Two now has the semi-exclusive player data license.

On a related note, Electronic Arts was dismissive of Take Two's license with the Major League Baseball Players' Association yesterday, describing the deal as "stupid money".

"They are paying an exclusive price for a nonexclusive agreement," EA VP of corporate communications Jeff Brown commented, but went on to note that the deal "proves that there is still competition in sports games."

His comments echo concerns from industry analysts, who have cautiously welcomed the deal but noted that it will not preclude competition from platform holders Sony and Microsoft, and that the rumoured price which Take Two spent is high considering the small size of the baseball game market.