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Take-Two Casually Launches 2K Play

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Take-Two Casually Launches 2K Play

Tue, 11 September 2007
by: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it | source: Take-Two | thanks: family-friendly gamers

Nickelodeon partnership to result in game versions of kid shows

"An adventurous, bilingual, Latina heroine"

Take-Two has announced the formation of a new division and publishing label called 2K Play, dedicated to casual games. The first games published under the label will be game versions of TV shows Dora the Explorer and Go, Diego, Go!, created in partnership with Nickelodeon.

The establishment of 2K Play indicates how important the casual games market has become to publishers:

"The 2K Play label targets the growing market of casual gamers interested in accessible, high-quality products," said Christoph Hartmann, President of 2K. "It will be home to games that are fun and engaging for players of varied skill types and ages. Our exciting initiative with Nick Jr. will offer a host of games featuring world-famous brands that appeal to the family-friendly gamer."

- Take-Two

Along with 2K Games and 2K Sports, Take-Two's 2K portfolio now almost mirrors EA's corporate makeup, which also has divisions for sports and casual games. The one difference is that EA also has a dedicated Sims division. Maybe Take-Two could respond with 2K GTA? Or given Strauss Zelnick's conference call comments, how about 2K BioShock?

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