NBA 2K27 is set to feature a Grand Theft Auto VI-themed season later this year, according to a trailer released for the game's upcoming content. The tease suggests a continued strategy of cross-brand promotion from publisher Take-Two Interactive, which also owns Rockstar Games, the developer of the Grand Theft Auto series.
The trailer for NBA 2K27's first season, which launched alongside the game's early access on August 25, revealed cosmetic items for players to unlock. It also previewed the start date for the second season as October 16. The trailer concluded with a hint at the third season, slated to begin around November 27, which appears to be inspired by Grand Theft Auto VI. The visual cues included imagery reminiscent of early Grand Theft Auto VI promotional art, such as distinctive birds and neon palm trees, along with the sound of police sirens, a common element in the Grand Theft Auto franchise.
This collaboration follows previous instances of Take-Two merging its popular titles. Earlier in 2026, NBA 2K26 was made available for a limited time on GTA+, Rockstar's subscription service for Grand Theft Auto Online players. This earlier integration may have served as a test for larger cross-promotional events, such as the upcoming GTA 6-themed season in NBA 2K27.
The announcement fuels anticipation for Grand Theft Auto VI's release, which is scheduled for November 19. The integration of GTA 6 elements into another major Take-Two title ahead of its launch underscores the publisher's strategy to leverage its most anticipated properties for broader marketing.