Fitbit, NBA 2K17 partner to promote healthy living with gamers

Fitbit, NBA 2K17 partner to promote healthy living with gamers.
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We’ve heard of the 10,000 step-a-day exercise recommendation for years, and now Fitbit along with 2K are jointly promoting active living.

In a first-of-its-kind integration beginning Nov. 25, the connected health and fitness company and NBA 2K17 are providing gamers with in-game rewards for users who achieve 10,000 steps a day with their Fitbit devices. When eclipsing the mark, a gamer earns a temporary boost to MyPLAYER in NBA 2K17 and improves on-court performance, making NBA 2K17 the first video game to utilize Fitbit wearable technology and data to give users in-game rewards.

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“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,” Alfie Brody, Vice President of Marketing for NBA 2K, said in a statement. “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 integration.”

Users can connect their Fitbit tracker with NBA 2K17 on either PlayStation 4 or Xbox One, with their daily steps then being tracked by the gaming consoles. After achieving the milestone, the game will apply in-game boosts across various categories including layups, dunks, shooting, agility and more.

“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,” Fitbit Senior Vice President of Global Marketing Tim Rosa said in a statement. “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.”

Dallas Mavericks forward and Fitbit ambassador Harrison Barnes, who is a proponent of the Fitbit Blaze smartwatch, recently doled out some devices to his fellow teammates prior to the start of 2016-17 season. The former University of North Carolina standout and avid gamer told SportTechie this past summer that integrating technology, like Fitbit, into his workout regimen has helped take his career to new heights.

“It’s exciting to see Fitbit and 2K working together to reward gamers like me in a unique way,” Barnes said in a statement. “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 with me.”