Take-Two Launches Casual Games Label

Beleaguered game developers Take-Two Interactive has announced it is forming a casual games label, 2K Play, and will build games in partnership with TV network Nickelodeon.

There’s no doubt Take-Two Interactive is a leading video game publisher; it’s also no secret that the last couple years have been hard on the company, with the huge controversy (and costly recall) associated with hidden sexual content in Grand Theft Auto: San Andreas, a recent shareholder revolt, and a spate of games like Bully and Manhunt 2 whose content has unleashed censors along with howls of protest.

Now, Take-Two Interactive seems to be looking to diversify its gaming offerings, announcing that it is forming a new publishing label, 2K Play, focusing exclusively on casual games. 2K Play’s first publishing partnership will be with the Nickelodeon television network, to develop game properties based on kids’ shows Dora the Explorer and Go, Diego, Go!

"The 2K Play label targets the growing market of casual gamers interested in accessible, high-quality products," said 2K President Christoph Hartmann, in a statement. "It will be home to games that are fun and engaging for players of varied skill types and ages. Our exciting initiative with Nick Jr. will offer a host of games featuring world-famous brands that appeal to the family-friendly gamer."

2K Play will incorporate Take-Two’s existing Global Star Software label, which includes the Cat Daddy Games studio and PC games based on Deal or No Deal.

The company expects to announce details of its game lineup in the coming months; it would be reasonable to expect kids-oriented casual titles to target handheld systems like the Nintendo DS and PlayStation Portable…or even branch out to mobile phones or portable media players like the Apple iPod.