2K
2K is a wholly-owned publishing label of Take-Two Interactive that develops and publishes AAA video games across console, PC, and mobile, including NBA 2K, WWE 2K, Borderlands, Civilization, Mafia, and BioShock franchises, serving sports simulation, action, and strategy gaming consumers worldwide through digital storefronts, subscription platforms, and mobile free-to-play.
- Company typePrivate
- Founded2005
- HeadquartersNovato, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingSoftware
What 2K does
2K is a wholly-owned publishing label of Take-Two Interactive Software, Inc. (NASDAQ: TTWO), headquartered in Novato, California, founded in 2005, and operating with a multi-studio structure that includes Visual Concepts (NBA 2K, WWE 2K), Gearbox Software (Borderlands), Hangar 13 (Mafia), Firaxis Games (Civilization), 31st Union (Project Ethos), Cat Daddy Games, and acquired studios Elite3D and Turia Games in Valencia, Spain. The company develops and publishes AAA video games across console, PC, and mobile platforms, with a portfolio spanning sports simulations (NBA 2K, WWE 2K, PGA Tour 2K, Top Spin 2K25), looter shooters (Borderlands 4), narrative action (Mafia: The Old Country, BioShock 4), and turn-based strategy (Civilization VII). Underlying technology centers on Unreal Engine 5, with proprietary ML-driven systems (ProPLAY Motion Engine in NBA 2K26) processing real NBA footage to generate animation, and Denuvo DRM with mandatory 14-day online verification checks applied across major titles. The company operates studios and has direct geographic presence in the United States, Canada, Spain, the United Kingdom, Germany, Japan, Australia, India, Mexico, and Brazil, with additional mobile distribution through Tencent in China and Netgem on India's JIO cloud platform.
2K's revenue model is multi-stream and increasingly diversified. Primary revenue is one-time full-game license sales with heavily tiered pricing: standard editions at $69.99 (WWE 2K26 Standard) and premium editions ranging from $89.99 to $149.99 with early access and exclusive content (WWE 2K26 King of Kings, Attitude Era, Monday Night War; NBA 2K26 Superstar and Leave No Doubt editions). Recurring revenue layers include the WWE 2K26 Ringside Pass battle pass at $9.99 with 120 rewards across free and premium tracks, the NBA 2K26 Arcade Edition Apple Arcade subscription at $6.99/month, and the GTA+ library inclusion of NBA 2K26. DLC and expansions (e.g., Mafia: The Old Country - Man of Honor at $10) supplement core titles, while mobile free-to-play with battle pass monetization is being explored through Borderlands Mobile (developed by Zynga as a regional iOS test) and NBA 2K All Star (Tencent partnership in China). Distribution spans direct-to-consumer digital storefronts (Steam, PlayStation Store, Xbox Store, Nintendo eShop), physical retail, and subscription platforms (Apple Arcade, GTA+), serving consumer gaming audiences segmented into sports simulation enthusiasts, wrestling fans, action shooter players, and mobile casual gamers.
The business operates under a horizontal segmentation approach targeting sports, action, narrative, and strategy fans with annual release cycles for flagship franchises. Recent strategic emphasis has been on Apple Arcade and GTA+ subscription inclusion, mobile and free-to-play expansion (Zynga partnership, Tencent partnership), college basketball content licensing (16 universities) extending the NBA 2K moat, and cross-portfolio co-marketing leveraging Take-Two's Rockstar Games assets. The company has undergone repeated rounds of restructuring and layoffs across Visual Concepts, 31st Union, Cat Daddy Games, and Firaxis from 2023 through 2026, while continuing to invest in flagship IPs (NBA 2K26, WWE 2K26, Borderlands 4) and pipeline projects (Project Ethos, BioShock 4, Civilization VII 'Test of Time' update). Take-Two's FY2027 guidance of $8.0-$8.2 billion is anchored largely to the November 19, 2026 Grand Theft Auto VI release, with 2K's annual revenue contribution embedded but not separately disclosed within the parent's segment reporting.
2K firmographics
Firmographics- Name
- 2K
- Legal name
- 2K
- Website
- https://2k.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- 2K is a wholly-owned publishing label of Take-Two Interactive that develops and publishes AAA video games across console, PC, and mobile, including NBA 2K, WWE 2K, Borderlands, Civilization, Mafia, and BioShock franchises, serving sports simulation, action, and strategy gaming consumers worldwide through digital storefronts, subscription platforms, and mobile free-to-play.
- Ownership category
- akta.pro rank
2K industry classification
Industry- Product category
- Video Game Publishing
- NAICS
- Software Publishers (5132)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Full-Service Game Publishers (1st/2nd/3rd-Party Publishing) (MPAFABAA)
Keywords
Where 2K is headquartered
LocationHeadquarters
- HQ city
- Novato
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
2K business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Full-Game Sales: 2K generates primary revenue from selling full video game titles at $69.99-$149.99 across multiple editions. Major franchises include NBA 2K, WWE 2K, Borderlands, PGA Tour, and Mafia.
- Ringside Pass / Season Pass: Battle pass system for WWE 2K26 priced at $9.99 per pass with 120 total rewards across free and premium tracks. Players cannot earn virtual currency to purchase future passes.
- Apple Arcade Subscription: NBA 2K26 Arcade Edition available on Apple Arcade with $6.99/month subscription model for iPhone, iPad, Mac, and Apple TV.
- GTA+ Library Access: Rockstar Games partnership adds NBA 2K26 to GTA+ subscription service, providing full game access to subscribers on PlayStation 5 and Xbox Series X|S.
- Digital Content and DLC: Revenue from downloadable content, story expansions (Mafia: Old Country 'Man of Honor'), cosmetic skins, and character variants for existing franchises.
- Free-to-Play Mobile: Borderlands Mobile launched as free-to-play with battle pass monetization, developed by Zynga and featuring franchise signature gameplay.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | WWE 2K26 Standard Edition - $69.99 |
| One time/ perpetual license | Pay-as-you-go | WWE 2K26 Premium Editions - $89.99 to $149.99 |
| Subscription | Pay-as-you-go | WWE 2K26 Ringside Pass - $9.99 |
| One time/ perpetual license | Pay-as-you-go | NBA 2K26 Early Access Editions - pricing varies |
| Subscription | Monthly | NBA 2K26 Arcade Edition - $6.99/month |
| One time/ perpetual license | Pay-as-you-go | Mafia: Old Country Expansion 'Man of Honor' - $10 |
| One time/ perpetual license | Pay-as-you-go | Lego 2K Drive Delisted |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
2K product offering
Product offeringCore offering
2K is a publishing label of Take-Two Interactive that develops and publishes premium AAA video game franchises across sports simulation (NBA 2K, WWE 2K, PGA Tour 2K, Top Spin 2K), action shooters (Borderlands), narrative crime drama (Mafia), strategy (Civilization), and tactical RPG (Marvel's Midnight Suns). The company sells full games at $69.99–$149.99, in-game content, DLC, battle passes, subscription access, and free-to-play mobile titles across console, PC, and mobile platforms via digital storefronts and subscription services.
Product overview
2K is a video game publishing label of Take-Two Interactive that develops and publishes a diverse portfolio of sports simulation games (NBA 2K, WWE 2K, PGA Tour 2K, Top Spin 2K), action shooters (Borderlands), narrative adventures (Mafia, BioShock), and strategy games (Civilization). The company operates through internal studios (Visual Concepts, Gearbox Software, Hangar 13, Firaxis Games, 31st Union) and publishes titles across console, PC, and mobile platforms. Recent major releases include NBA 2K26 (2025) with machine-learning ProPLAY technology, WWE 2K26 (2026) featuring over 400 characters, and Borderlands 4 (2025) with extensive post-launch support. The company also acquired Elite3D and Turia Games (2021) to strengthen its Global Services division and expand creative capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- NBA 2K26 Annual basketball simulation video game developed by Visual Concepts featuring realistic gameplay powered by machine-learning ProPLAY Motion Engine, multiple game modes including MyCAREER, MyTEAM, and W Online, with full WNBA integration. Sold to individual sports gaming consumers on console and PC.
- WWE 2K26 Professional wrestling simulation game developed by Visual Concepts featuring over 400 playable characters (franchise record), four new match types, and multiple game modes including MyGM, MyRISE, Universe, MyFACTION, and The Island. Sold to individual wrestling gaming enthusiasts on console and PC.
- Borderlands 4 Looter shooter video game developed by Gearbox Software featuring a seamless open world, four-player co-op gameplay, new Vault Hunters, extensive post-launch DLC including Story Packs, raid bosses, and seasonal events through 2026. Sold to action RPG gaming consumers on console and PC.
- Borderlands Mobile Free-to-play mobile looter shooter developed by Zynga featuring the Borderlands franchise's signature cel-shaded style and shorter missions. Launched as a limited regional test for US iOS users to gather player feedback.
- Mafia: The Old Country Narrative-driven organized crime game developed by Hangar 13 using Unreal Engine 5. Marketed as a focused, smaller-scale narrative experience. Supports NVIDIA DLSS, AMD FSR, and Intel XeSS upscaling technologies. Sold to narrative gaming consumers on console and PC.
- Mafia: The Old Country - Man of Honor Expansion First paid story expansion for Mafia: The Old Country, adding two new chapters to the Enzo storyline, bringing back iconic character Ennio Salieri from the original Mafia, with new weapons, vehicles, collectibles, and Free Ride mode content. Priced at $10 for base game owners.
- Civilization VII Turn-based strategy game developed by Firaxis Games featuring civilization progression across multiple ages. Sold to strategy gaming consumers on console and PC.
- Top Spin 2K25 Tennis simulation game and first new entry in the dormant Top Spin franchise since 2011. Sold to sports gaming consumers on console and PC.
- PGA Tour 2K25 Golf simulation video game featuring professional golfers and courses. Sold to sports gaming consumers on console and PC.
- Marvel's Midnight Suns Turn-based tactical RPG featuring Marvel characters published by 2K. Sold to RPG gaming consumers on console and PC.
- Lego 2K Drive Open-world kart racing video game published by 2K featuring Lego themes and real-world vehicles. Previously sold with microtransaction bundles.
- NBA 2K26 Arcade Edition Apple Arcade version of NBA 2K26 available on iPhone, iPad, Mac, and Apple TV featuring team management and basketball matchups, distributed exclusively via Apple Arcade subscription.
- WWE 2K26 Ringside Pass Battle pass system for WWE 2K26 priced at $9.99 with 120 total rewards across free and premium tracks; premium track unlocks additional in-game content.
Quantifiable outcome
- Take-Two Q4 FY2026 net bookings of $1.58 billion exceeded guidance
- +2 more outcomes
Companies that use 2K
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
2K technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature2 records
2K partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- NBA (League Partnership)core2K sponsored NBA Houses in Japan (11,000+ sq ft), Brazil, Mexico, Canada, Australia, and India as part of NBA's global fan engagement strategy during Finals. Japan's NBA House sponsored by Amazon, Emirates, NTT Docomo, and Bandai alongside 2K.
- ZyngacoreZynga developed Borderlands Mobile, a free-to-play mobile game released quietly on Apple App Store as limited-time regional test in US. Gearbox Software provides creative guidance on franchise history, design, and lore. The mobile launch aims to bring Borderlands franchise to new audiences.
- Rockstar GamescoreRockstar Games announced partnership to add NBA 2K26 to GTA+ Games Library, making full game available to subscribers on PlayStation 5 and Xbox Series X|S from March 10, 2026. Subscribers receive exclusive content pack including virtual currency, skill boosts, and diamond player pack. NBA 2K26 remains in library until April 20, 2026.
- Netflix (Bioshock Film)minorNetflix and Take-Two planning to synchronize Bioshock film adaptation release with Bioshock 4 video game. Roy Lee confirmed Netflix priority once director Francis Lawrence finishes post-production through September.
- Gearbox SoftwarecoreGearbox Software develops Borderlands 4, with development paused for Nintendo Switch 2. Take-Two continues collaboration with Nintendo for other titles including PGA Tour 2K25 and WWE 2K26.
- Visual ConceptscoreVisual Concepts is the primary development studio for WWE 2K26 and NBA 2K franchises. The studio develops all major 2K sports titles including WWE 2K26 featuring over 400 playable characters.
- NetgemminorNetgem partnership brings Mafia: Definitive Edition to JIO platform users in India, marking Take-Two's focus on international distribution through emerging cloud gaming platforms.
- Tencent GamescoreTencent Games and 2K Games partnership launched NBA 2K All Star mobile basketball simulation game on March 25, with beta testing in late February/early March on Android and iOS. Players who pre-registered received exclusive in-game rewards.
- Elite3dcore2K acquired Elite3d creative studio specializing in 2D and 3D artwork for video game industry. Acquisition supports Global Services division and establishes new 2K Publishing location in Valencia, Spain. Elite3d was rebranded as part of 2K.
- Turia Gamescore2K acquired Turia Games, a Valencia-based studio co-owned by Elite3d's founders, as part of expansion to build facilities for 31st Union and strengthen 2K's Global Services division.
Scale indicators5 records
Recent moves6 records
Expansion highlights8 records
2K competitors and assessment
Company assessmentDirect peers
- Electronic Arts: EA is the most direct competitor to 2K in sports simulation (Madden, EA Sports FC, EA Sports College Football), competing head-to-head with NBA 2K and formerly WWE games. Both operate annualized premium sports titles with similar monetization stacks and compete for athlete likeness rights and league licenses.
- Bethesda Softworks: Bethesda is a sister Take-Two-adjacent publisher owned by Microsoft; comparable AAA publisher with single-player and online franchises (Fallout, Elder Scrolls, DOOM). Comparable reliance on long-running franchises and similar live service transition challenges to 2K's Project Ethos investment.
- Capcom: Capcom publishes comparable action franchises (Resident Evil, Monster Hunter) with similar annual/seasonal release models and DLC monetization. Comparable investment in proprietary engines (RE Engine) analogous to 2K's ProPLAY investment in motion technology.
Broad incumbents
- Take-Two Interactive: Take-Two is 2K's parent company and a major global publisher including Rockstar Games. Operates a comparable AAA portfolio across console/PC/mobile with shared revenue, technology, and corporate strategy; GTA is the franchise Take-Two monetizes most aggressively, mirroring 2K's NBA 2K economics.
- Activision Blizzard: Activision Blizzard (Microsoft-owned) is a comparable AAA publisher with annualized franchises (Call of Duty), live service models, and battle pass monetization similar to 2K's WWE 2K Ringside Pass. Comparable scale and distribution footprint across console and PC.
- Ubisoft: Ubisoft is a major AAA publisher with comparable multi-genre portfolio (sports-adjacent, action shooters, narrative) and similar exposure to live service monetization. Comparable global studio footprint and franchise economics, with ongoing execution challenges comparable to 2K's recent layoffs.
- Sony Interactive Entertainment: PlayStation Studios publishes AAA exclusives (God of War, Spider-Man, Horizon) and competes for premium player spend and engagement with 2K's marquee franchises. Comparable investment in first-party studios and reliance on annual AAA tentpoles.
- Microsoft Game Studios: Microsoft Gaming (Xbox Game Studios + Activision Blizzard) competes as a major publisher and platform holder. Comparable AAA portfolio, subscription bundles (Game Pass comparable to Apple Arcade/GTA+ distribution strategy 2K is leveraging), and live service monetization.
- Warner Bros Games: Warner Bros Games publishes AAA titles (Mortal Kombat, Hogwarts Legacy, Batman) using comparable license-driven development model similar to 2K's NBA/WWE partnerships. Comparable portfolio strategy of pairing owned IP with major third-party licenses.
- Bandai Namco Entertainment: Bandai Namco publishes AAA and mid-tier titles across genres (Elden Ring distribution, Tekken, Dragon Ball) with similar global studio footprint. Comparable reliance on license-driven franchises and Japanese AAA publishing economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
2K social profiles
Digital presence2K financial estimates
Financial estimateRevenue estimate
Valuation estimate
2K leadership team
Management profileNumber of profiles
Profiles10 records
2K subsidiaries and ownership
Company hierarchySubsidiaries10 records
2K funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
2K M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 2K
What does 2K do?
2K is a publishing label of Take-Two Interactive that develops and publishes premium AAA video game franchises across sports simulation (NBA 2K, WWE 2K, PGA Tour 2K, Top Spin 2K), action shooters (Borderlands), narrative crime drama (Mafia), strategy (Civilization), and tactical RPG (Marvel's Midnight Suns). The company sells full games at $69.99–$149.99, in-game content, DLC, battle passes, subscription access, and free-to-play mobile titles across console, PC, and mobile platforms via digital storefronts and subscription services.
Is 2K a public or private company?
2K is a private company. It is classified as corporate owned and is currently operating.
When was 2K founded?
2K was founded in 2005. It employs 1,001 to 5,000 people.
Where is 2K based?
2K is headquartered in Novato, United States, in the North America region.
How does 2K make money?
Six revenue lines are on record. Full-Game Sales are the primary driver. The others are ringside Pass / Season Pass, apple Arcade Subscription, GTA+ Library Access, digital Content and DLC and free-to-Play Mobile.
Who are 2K's main competitors?
Direct peers on record are Electronic Arts, Bethesda Softworks and Capcom. Broad incumbents are Take-Two Interactive, Activision Blizzard, Ubisoft, Sony Interactive Entertainment, Microsoft Game Studios, Warner Bros Games and Bandai Namco Entertainment.
Does 2K have an API?
No public API is recorded for 2K.
What industry is 2K in?
2K's product category is Video Game Publishing. Its primary akta.pro industry code is MPAFABAA, Full-Service Game Publishers (1st/2nd/3rd-Party Publishing). Its NAICS code is 5132 and its SIC code is 7990.