The NBA 2K franchise is known throughout the video game industry as one of the highest-rated sports games and as the most realistic basketball simulation. To help maintain their status as a top sports video game, they tasked us with finding ways for NBA 2K to become a thought leader in the video game industry through an innovation that would appeal to both the core target, males 13-34, and casual gamers.
With the help of the 2K development team we created Boost – a first-of-its-kind integration between video games and fitness trackers that rewards users for getting active. The integration allows gamers to connect their NBA 2K accounts to Fitbit devices and for every 10,000 steps they take, their NBA 2K character gets a temporary “boost” in the game. The integration provided a way to help dispel the typical gamer stereotype by incentivizing them to live an active lifestyle through gaming rewards.
In just the first week the partnership was already proving to be a success with thousands of users connecting their Fitbit devices to the game. Fitbit deemed the integration as one of their most successful to date – in terms of active users. The integration was covered (and praised) by multiple national publications that typically don't report on video game news, such as USA Today, Sports Illustrated and Forbes. In turn, the promotion helped NBA 2K17 achieve record sales.