NBA 2K + Fitbit Are Rewarding Exercise in Campaign from CP+B LA

NBA 2K gamers have long been able to modify in-game versions of themselves, from adjusting shooting and passing attributes to using face-scanning technology to map their likeness onto the screen. Now NBA 2K is debuting the most reality-blurring feature yet. In a video game first, NBA 2K17 is partnering with health and wellness wearables market leader Fitbit to make gamers’ physical activity outside the game improve their performance in it. Gamers will be able to affect their virtual player’s abilities through daily exercise – simply by connecting their Fitbit account to their NBA 2K17 profile.

Every time a gamer records 10,000 steps in a day on their Fitbit device, their virtual NBA 2K character will receive an increase in its abilities with a temporary “Boost” to their player rating. Boosts improve skills like agility, layups and dunks, and more that will significantly improve performance for the next five games played that day simply by being active in their everyday life. To help promote the Fitbit platform integration, CP+B is releasing a video showcasing how the feature works within NBA 2K17 and CP+B will continue to support the partnership in future stages of development.

“This feature gives gamers a way to stay engaged with 2K even when they don’t have a controller in their hands.” said Ryan Skubic, VP/Managing Director at CP+B LA, NBA 2K’s advertising agency. “By turning real world physical activity into what is essentially a form of game play, the connection between gamers and their virtual NBA 2K characters will be stronger than ever.”