#1 NBA video game series* becomes the first to use Fitbit wearable
activity data to reward gamers based on their real-world activity
NEW YORK--(BUSINESS WIRE)--Nov. 16, 2016--
2K today announced that NBA® 2K17, the
latest iteration of the top-selling and top-rated NBA video game
simulation series*, has partnered with Fitbit (NYSE:FIT), the leader in
the connected health and fitness market, to reward healthy activity
amongst gamers through in-game rewards. In a first-of-its-kind
integration, gamers around the world who achieve 10,000 steps in a day
tracked with their Fitbit device will receive a temporary attribute
boost to their MyPLAYER in NBA 2K17, enhancing their
MyPLAYER’s performance on the court.
“Any athlete will tell you that a healthy lifestyle is a major key to
success and by rewarding gamers for healthy lifestyle habits we hope to
help motivate them to achieve their goals in life and in-game,” said
Alfie Brody, VP of Marketing for NBA 2K. “Our brand is
synonymous with breaking down boundaries of what a game can achieve, and
we are thrilled to continue that tradition through this Fitbit
“It’s exciting to see Fitbit and 2K working together to reward gamers
like me in a unique way,” said Harrison Barnes, Fitbit Ambassador and
professional basketball player for the Dallas Mavericks. “It’s an extra
incentive to get my target steps per day because not only am I getting
a physical edge, but a gaming edge, too in NBA 2K17.
Now my friends and family will have to step up their game to keep up
Starting November 25, 2016 the all-new NBA 2K17 feature
will make it easy for players to boost their MyPLAYER by keeping active
in the real world. Once users connect their Fitbit tracker with NBA
2K17 on Xbox One and PlayStation®4, their real-world step
activity can start working toward the 10,000 steps per day goal for
receiving in-game boosts. After users reach the steps milestone, the
game will prompt them to apply temporary +5 attribute boosts and success
rate to their MyPLAYER in categories like agility, layups and dunks, and
more that will significantly improve performance for the next five games
played that day.
“As a former video game industry executive, I’m excited to help shape
the first-of-its-kind integration between a wearable and a console video
game, motivating gamers of all ages to be more active throughout the day
by giving them in-game rewards for their real-world fitness activity,”
said Tim Rosa, Senior Vice President of Global Marketing at Fitbit.
“This partnership speaks to the long history of innovation from both of
our brands. We think it’s just the beginning of what’s possible as we
create new ways to keep our community engaged and motivated to be
healthier and more fit.”
With this integration, 2K is added to the growing list of brands that
are part of the Works with Fitbit program, which lets developers,
brands and users seamlessly connect the Fitbit platform to popular
health and wellness apps, services and hardware products, and now games
and interactive entertainment making it easier for consumers to achieve
their wellness objectives.
NBA 2K17 is now available in both digital and physical
formats for $59.99 on Xbox One, Xbox 360, PlayStation®4 and
PlayStation®3 computer entertainment systems, and Windows PC
platforms. The integration between NBA 2K17 and Fitbit
will be enabled for all users globally starting November 25 just in time
for the holiday shopping season.
Developed by Visual Concepts, NBA 2K17 is rated E for
Everyone by the ESRB.
and look for the hashtag #ThisIsNotAGame for the latest NBA
*According to 2008 - 2016 Metacritic.com
and The NPD Group estimates of U.S. retail video game sales through
2K is a publishing label of Take-Two Interactive Software, Inc.
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for additional details.
About Take-Two Interactive Software
Headquartered in New York City, Take-Two Interactive Software, Inc. is a
leading developer, publisher and marketer of interactive entertainment
for consumers around the globe. The Company develops and publishes
products through its two wholly-owned labels Rockstar Games and 2K. Our
products are designed for console systems and personal computers,
including smartphones and tablets, and are delivered through physical
retail, digital download, online platforms and cloud streaming services.
The Company’s common stock is publicly traded on NASDAQ under the symbol
TTWO. For more corporate and product information please visit our
website at http://www.take2games.com.
Founded in 2005, 2K develops and publishes interactive entertainment
globally for console systems, handheld gaming systems and personal
computers, including smartphones and tablets, which are delivered
through physical retail, digital download, online platforms and cloud
streaming services. 2K publishes titles in today’s most popular gaming
genres, including shooters, action, role-playing, strategy, sports,
casual, and family entertainment. The 2K label has some of the most
talented development studios in the world today, including Firaxis
Games, Visual Concepts, Hangar 13, and Cat Daddy Games. 2K’s stable of
high quality titles includes the critically acclaimed BioShock®,
Borderlands™, Mafia, and XCOM® franchises, the beloved Sid Meier’s
Civilization series, Evolve™, Battleborn®, the popular WWE 2K franchise
and NBA 2K, the highest rated* annual sports title of this console
2K is headquartered in Novato, California and is a wholly owned label of
Take-Two Interactive Software, Inc. (NASDAQ: TTWO). For more
information, please visit www.2k.com.
*According to 2008 - 2016 Metacritic.com
About Fitbit, Inc. (NYSE:FIT)
Fitbit helps people lead healthier, more active lives by empowering them
with data, inspiration and guidance to reach their goals. As the leader
in the connected health and fitness category, Fitbit designs products
and experiences that track everyday health and fitness. Fitbit’s diverse
line of award-winning products includes Fitbit Surge®, Fitbit Blaze™,
Charge 2™, Fitbit Charge
HR™, Alta™, Fitbit
Flex 2™, Fitbit Flex®,
and Fitbit Zip®
activity trackers, as well as the Aria® Wi-Fi
Smart Scale. Fitbit products are carried in 54,000 retail stores and in
64 countries around the globe. Fitbit Group Health uses the power of
the Fitbit activity trackers, software, and services to deliver
innovative solutions for corporate wellness, weight management,
insurance and clinical research.
Fitbit and the Fitbit logo are trademarks or registered trademarks of
Fitbit, Inc. in the US and other countries. Additional Fitbit trademarks
can be found at www.fitbit.com/legal/trademark-list.
Third-party trademarks are the property of their respective owners.
All trademarks and copyrights contained herein are the property of their
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"estimates," "expects," "intends," "plans," "potential," "predicts,"
"projects," "seeks," "will," or words of similar meaning and include,
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Company's future business and financial performance. Such
forward-looking statements are based on the current beliefs of our
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outcomes and results may vary materially from these forward-looking
statements based on a variety of risks and uncertainties including: our
dependence on key management and product development personnel, our
dependence on our Grand Theft Auto products and our ability to develop
other hit titles, the timely release and significant market acceptance
of our games, the ability to maintain acceptable pricing levels on our
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Source: Take-Two Interactive
Ryan Peters, 415-507-7607
Interactive Software, Inc.
Alan Lewis, 646-536-2983