NBA® 2K17 Steps Up its Game with New Fitbit Integration

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NBA® 2K17 Steps Up its Game with New Fitbit Integration

Bestselling video game is the first to use wearable activity data to reward gamers based on their real-world activity

New York, NY – November 16, 20162K 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 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 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 has never shied away from breaking down boundaries of what a game can achieve, and we are thrilled to continue that tradition through this Fitbit integration.”

“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 with me.”

The all-new NBA 2K17 feature makes it easy for players to boost their MyPLAYER by keeping active in the real world. Once users connect their Fitbit tracker with NBA 2K17on 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 improving 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.

Availability
The NBA 2K17 Standard Edition is now available in both digital and physical formats 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 later this month, in time for the holiday shopping season.

Developed by Visual Concepts, NBA 2K17 is rated PEGI 3.

Follow @NBA2K on social media and look for the hashtag #ThisIsNotAGame for the latestNBA 2K17 news.

*According to 2008 – 2016 Metacritic.com and The NPD Group estimates of U.S. retail video game sales through July 2016.

2K is a publishing label of Take-Two Interactive Software, Inc. (NASDAQ: TTWO).

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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.

About 2K
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 generation.

2K is headquartered in Novato, California and is a wholly owned label of Take-Two Interactive Software, Inc. (NASDAQ: TTWO). For more information, please visitwww.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™, Fitbit Charge 2™Fitbit Charge HR™Alta™Fitbit Charge™, Fitbit Flex 2™, Fitbit Flex®, Fitbit One® 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 atwww.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 respective holders.

Cautionary Note Regarding Forward-Looking Statements

The statements contained herein which are not historical facts are considered forward-looking statements under federal securities laws and may be identified by words such as “anticipates,” “believes,” “estimates,” “expects,” “intends,” “plans,” “potential,” “predicts,” “projects,” “seeks,” “will,” or words of similar meaning and include, but are not limited to, statements regarding the outlook for the Company’s future business and financial performance. Such forward-looking statements are based on the current beliefs of our management as well as assumptions made by and information currently available to them, which are subject to inherent uncertainties, risks and changes in circumstances that are difficult to predict. Actual 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 games, and risks associated with international operations. Other important factors and information are contained in the Company’s most recent Annual Report on Form 10-K, including the risks summarized in the section entitled “Risk Factors,” the Company’s most recent Quarterly Report on Form 10-Q, and the Company’s other periodic filings with the SEC, which can be accessed atwww.take2games.com. All forward-looking statements are qualified by these cautionary statements and apply only as of the date they are made. The Company undertakes no obligation to update any forward-looking statement, whether as a result of new information, future events or otherwise.

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