2K Sports

As a challenger brand in the sports gaming market, Novato, CA.-based 2K Sports’ NHL 2K series was getting slammed against the boards by competitor EA Sports’ NHL titles.

Seen in the past as clumsy and over-complicated, the latest version of 2K’s hockey game was developed to rectify these issues, with new, easier controls and streamlined game play.

Rethink knew they couldn’t treat the North American launch of NHL 2K9 as business as usual. They wanted to avoid the formulaic approach to video game advertising, which meant a game trailer relying largely on graphics. The graphics had never been the issue with the 2K game; the interface was the problem. Just looking at the game graphics, it was impossible to tell that the game had been fundamentally changed.

Rethink focused on communicating the simplicity and fun of the player experience to “pick up and play gamers” – casual gamers between 18 and 34 who wanted to learn a new game quickly, and play with friends who may be completely unfamiliar with the game. The creative took a self-deprecating look at complicated hockey games, including the previous version of NHL 2K, with TV spots showing a gamer tattooing gameplay combinations on his arm, before finding out there’s an easier alternative.

Posters and print ads in US and Canadian gaming and sports publications used the same basic idea, with a headline that reads: “Playing shouldn’t be this hard.”  

Ironically, reviews of the new game said 2K had made the game too simple, sacrificing rich game play for ease of use. Gamers, however, seemed oblivious to the reviews and flocked to the new title, especially on the Wii platform. Sales to date for the game are over 240,000 units, well ahead of projections.