Whenever you think of Take-Two Interactive Software, you can think of violent games such as Manhunt 2 and BioShock. However, Take-Two is now eying the casual games market as it has announced a new publishing label dedicated to casual gaming, 2K Play.
Not only that, as a part of the 2K Play initiative, Take-Two has signed an agreement with Nickelodeon regarding licensing of new handheld and console video games based on top-rated properties including Nick Jr. preschool television hits, Dora the Explorer and Go, Diego, Go!. In fact, Dora the Explorer and Go, Diego, Go! will be the first titles under the new 2K Play label.
Christoph Hartmann, President, 2K says, “The 2K Play label targets the growing market of casual gamers interested in accessible, high-quality products. It will be home to games that are fun and engaging for players of diverse skill types and ages. Our stimulating initiative with Nick Jr. will offer a host of games featuring world-famous brands that appeal to the family-friendly gamer.”
Shaul Olmert, Vice President/Digital Media products for Nickelodeon and MTVN Kids and Family Group comments, “We welcome our new partnership with 2K Play. 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 keyed up to welcome 2K Play into our growing family of innovative digital products.”
Take-Two has said that they will release more information about the 2K Play lineup of games sometime later this year. 2K Play will also absorb Take-Two’s Global Star Software label, including the Carnival Games brand, the Cat Daddy Games studio and PC games based on the popular Deal or No Deal franchise.
This is not the first time that a major video games publisher has forayed in a big way into the casual games market. Just some time ago, Electronic Arts had formed a new casual entertainment division, while Ubisoft too expanded its casual games business.