Partnership with China’s largest online game operator to introduce top rated basketball video game franchise to NBA fans in Asia

2K Sports today announced its partnership with Tencent Holdings Limited (SEHK: 700) to co-develop the online version of NBA 2K and distribute it to China and other key markets. 2K Sports has secured a multi-year license to develop the online simulation game, which will include all of the NBA teams, as well as current and retired NBA players.

“The incredible popularity of basketball in Asia combined with the love of online games in that region makes this a very exciting project for 2K,” said Christoph Hartmann, President of 2K. “For the first time, 2K is developing an online game combining our expertise in making the best-selling* and top-rated** NBA 2K video game franchise with the proven ability of Tencent for developing and operating highly successful online game communities in China.”

China experienced significant online gaming growth in 2008 and generated $2.75 billion in revenue - a 61% increase from the prior year***. This market is projected to reach $8.9 billion in revenue by 2013, with nearly 120 million people playing games online***.

“The NBA is excited to expand our relationship with 2K Sports to bring an online simulation basketball game to our fastest growing audience in the world," said Sal LaRocca, Executive Vice President, NBA Global Merchandising Group. "This is a unique opportunity for us to continue to reach our fans and further grow the game of basketball in China."

The popularity of the NBA continues to grow in China. For the third year in a row, more than one billion viewers have tuned into NBA programming to follow their favorite teams throughout the basketball season.

“This is a landmark agreement for the newly created Take-Two Asia, and all elements are in place to deliver the most successful online sports simulation game China has ever seen,” commented Hubert Larenaudie, President of Take-Two Asia. “In line with our strategic mandate to create a large footprint for our games in Asia, NBA 2K Online will also be released in Taiwan, South Korea and Southeast Asia, where numerous NBA basketball fans are eager to play their favorite sport online.”

Martin Lau, President of Tencent, said, “We are excited about the partnership, through which Tencent can bring this popular PC-based NBA game title to eager online game players, while also creating a new distribution platform for game developers and publishers to reach out to the largest online community in China. China’s online games market is at a nascent stage and we believe that the opportunities are just beginning to unfold. In addition to building partnerships with top game companies in the world, we are positioned to capture this market potential via the execution of our unique platform strategy, which enables us to continue to grow our user base and provide a diversified portfolio of products to game players in China.”

“I’m pleased to announce our first strategic move in what is now the fastest growing online game market in the world,” commented Ben Feder, Chief Executive Officer of Take-Two.