Take-Two Forms 2K Play Label, Partners With Nickelodeon

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Ever since the Wii launched, casual gaming has become a major force in the industry, with numerous publishers now putting far more focus into creating simple family-friendly games. Take-Two Interactive has had some presence in the budget/casual market with its Global Star Software label, but with the casual games market growing so rapidly the company is now focusing on it even more, this week announcing the formation of 2K Play, a new publishing label dedicated to casual gaming, and inking a handheld and console video game licensing agreement with Nickelodeon.

Games based on the popular Nick Jr. preschool shows Dora the Explorer and Go, Diego, Go! will be the first titles published under the new 2K Play brand when they release this fall. As part of the move, 2K Play has absorbed the Global Star label and Cat Daddy Games studio, adding the Carnival Games brand and PC games based on the Deal or No Deal franchise to its portfolio.

“We welcome our new partnership with 2K Play,” said Shaul Olmert, Vice President/Digital Media products for Nickelodeon and MTVN Kids and Family Group. “This is the first time Go, Diego, Go! is coming to handheld and console systems and will mark Dora the Explorer’s debut on the popular Nintendo DS™ system. We are excited to welcome 2K Play into our growing family of innovative digital products.”

“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.”

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