Video game publisher 2K has a “head start in the race for sports properties,” and it is “looking to take advantage in 2024,” with its latest release this week of "Top Spin 2K25," according to Alexander Lee of DIGIDAY. 2K Senior Dir of Brand Marketing for Sports Bryce Yang said they brought back the tennis series, which has not seen a title released since 2011, because the "powers that be really looked at what else is an opportunity that’s out there." Yang added tennis is "at an inflection point for the sport," with a "changing of the guard that's happening." Lee notes tennis’ changing of the guard was "reflected in the marketing effort behind ‘Top Spin 2K25,’” with "newer stars" including Iga Swiatek, Frances Tiafoe and Carlos Alcaraz featured on the cover of the game's "deluxe edition." As video game publishers "adjust to a changing market, the lasting popularity of sports games could present a potential lifeline." The natural advertising opportunities inside sports games “could make the genre even more enticing to publishers looking to deepen their revenue streams.” Yang said brand representation in "Top Spin 2K25" is "authentic," because for so much of tennis games, fans "see sponsorship logos everywhere." He added in game, tournaments are "named as they are authentically, in billboards, not in an intrusive way." Lee notes “Top Spin 2K25” "won't roll out with programmatic ads," but 2K has “intentionally partnered with tennis tournaments such as the Indian Wells Open to include the branding of their sponsors, including the French bank BNP Paribas, in the game" (DIGIDAY, 4/24).
