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Visual Concepts is a California-based video game developer best known for developing Sega Sports' 2K series of sports games. After the success of the series, they were picked up by Sega and became a wholly owned studio with Sega, usually termed a first-party developer. However, Sega at the time termed non-internal studios that the company either set up or purchased as "1.5 development studios" in order to differentiate them from their own internal studios. In January 2005, Visual Concepts was sold to Take-Two Interactive along with their wholly owned subsidiary Kush Games. With the purchase of Visual Concepts, Take-Two created 2K Games, a new publishing label. Although the company started out developing quirky titles such as Lester the Unlikely, development efforts are now primarily centered on sports titles.