Gaming publisher 2K announced plans to launch a new tournament service with The Play Company (TPC) for NBA 2K.
The service, called Play NBA 2K, will be integrated into TPC’s flagship product, Play OS, giving US users the chance to compete in weekly and celebrity-hosted tournaments for cash prizes.
Speaking about the partnership, Brandon Pitts, TPC CEO, said: “Unlocking the ability for NBA 2K players to earn real cash prizes through competitive play marks a major milestone for us and the industry. We’re incredibly grateful to the team at 2K for helping make this transformative partnership a reality.”
Starting April 17th, 2025, the service will offer both free and entry-fee-based tournaments. Those that are free will be available for users aged 13 and older in the US, save for Arizona, and paid tournaments will be open to users 18 and older in permitted US states. Official rules are also available online.
2K’s deal with TPC makes Play OS an official platform for NBA 2K tournaments. The specifics say that TPC will handle running and coordinating both weekly tournaments and marquee events on Play NBA 2K. On the other hand, 2K will provide game promotion, social support, and a menu button in the Play Now section teaching players on how to enter.
“2K’s partnership with The Play Company will further expand the ways that we are trying to build engagement and connect with our players,” said Ronnie “Ronnie 2K” Singh, Head of Lifestyle and Content Marketing at 2K. “For us the deal with The Play Company serves as yet another way to quench the thirst of our competitive 2K community.”
The service is officially live online and ready to download, launching alongside Play Now and MyTEAM tournaments, with additional events expected to roll out in the coming months.
TPC, formerly known as One Up, has worked with the NBA 2K franchise in the past. In addition, the company has an app that allows players to organise their own tournaments or challenges with friends across popular game titles such as Call of Duty, Madden NFL, Fortnite and more.
