NBA 2K has hired Goodby Silverstein & Partners “as its creative agency of record” following a “competitive pitch as the franchise evolves from a traditional annual release into a continuously marketed gaming ecosystem.” The gaming brand “long kept creative and strategic work largely in-house,” though it “would work with agencies for certain releases” at times. The game “now operates on an always-on cadence driven by in-game updates, live content drops and ongoing monetization loops, including branded integrations such as purchasable in-game apparel and collaborations with marketers.” That shift is “changing the role of the creative.” Rather than a “single campaign, the publisher is seeking a sustained brand platform each year that can flex across launch, live seasons and community engagement.” Goodby’s first NBA 2K work is “expected to launch this summer.” The agency’s work will be “inclusive of all channels, social and influencer work; however, it won’t necessarily manage influencers directly” (AD AGE, 2/20).
NBA 2K taps Goodby Silverstein & Partners as creative AOR
