2K stated that NBA 2K17, the NBA video game simulation series, partnered with Fitbit (FIT) to reward healthy activity amongst gamers through in-game rewards.
Through the integration, gamers 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 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.
“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, SVP 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 connect the Fitbit platform to popular health and wellness apps, services and hardware products and now games and interactive entertainment.
