Take-Two has established a new entertainment entity called NBA Take-Two Media in collaboration with the NBA, aiming to provide diverse content for fans, including social media, live events, esports, and original programming. This initiative extends Take-Two's partnership with the NBA and the National Basketball Players Association (NBPA) related to the NBA 2K franchise and is set to last multiple years. Take-Two's CEO, Strauss Zelnick, expressed enthusiasm for the collaboration, while NBA Commissioner Adam Silver highlighted the importance of engaging a new generation of basketball fans through this venture.