Take-Two s 2K Games development subsidiary and the studio behind game franchises System Shock and BioShock has reverted to its original name Irrational Games, reports GameInformer. The studio had been renamed 2K Boston after being acquired by Take-Two just prior to the release of its bestselling console game BioShock. GameInformer says that despite the 2K label the studio continued to be referred to as formerly Irrational Games, tipping studio management off to the original name’s brand equity among gamers. The outlet calls the move, which comes as the developer prepares to release the sequel to BioShock, as one rooted in the studio recommitting itself to fans. Read more at GameInformer.
BioShock Developer Ditches 2K Studio Label
Recommended For You
The Return Of ROI: Why Brands Should Rethink Earned Media Value
With only a fraction of US digital ad budgets devoted to earned media, the ability to…
Marketers See Retail Media As 2023’s Most Effective Digital Channel
While only 22 percent of American digital advertisers used retail media as a part of their…
Coachella Recap: Navigating The Influencer-Earned Media Mess
Earned media can be a complex topic, especially for brands that grow with audience engagement. If…