Take-Two Interactive's 2K Sports is once again a sponsor of the NBA Celebrity Game Friday night. In addition, 2K Sports will be showcasing NBA 2K8 at NBA Jam Session. On Sunday, the Finals for the NBA 2K8 East versus West tournament will take place at NBA Jam Session, which pits the best video game basketball players from Asia against the best from North America. Rudy Gay and Mike Conley of the Memphis Grizzlies and Chris Paul of the New Orleans Hornets will then take on the three tournament finalists in a 3-on-3 exhibition match on NBA 2K8.

"NBA All-Star plays a key role in the 2K Sports' overall NBA marketing plans, as all eyes of NBA fans everywhere are focused in one place," said Mark Goodrich, marketing manager, basketball at 2K Sports. "This creates the perfect opportunity to promote NBA 2K8, the #1 rated and selling NBA video game. 2K Sports works closely with the NBA on different high profile sponsorship initiatives such as All-Star balloting, the All-Star Celebrity Game, Jam Session and more to give NBA 2K8 a strong presence during NBA All-Star weekend."

Kerr said that over 100,000 fans will come through the doors of the Ernest N. Morial Convention Center over the weekend.

"With all of our video game partners active, it's just a natural fit because consumers can learn about new games, meet players, and see video game tournaments," said Kerr.
"The key for the NBA this year in going to New Orleans is community service," added Kerr. "We'll have a day of service on Friday in which 2,500 NBA players, staff, and partners will volunteer at projects around the city to help bring New Orleans back. It's the biggest single effort the NBA has ever done through NBA Cares."

The video game companies are part of this post-Katrina rebuilding of New Orleans. Electronic Arts rebuilt a playground at Olive Stone Park in New Orleans. Midway is refurbishing a court at Laurel Inn Elementary School with a ribbon cutting with Al Horford. 2K Sports gave away all 100 Celebrity Game tickets to local charities. Sony is giving away a lot of games and consoles to a local children's hospital with NBA 08 cover athlete Amare Stoudemire is scheduled to meet with children on Friday.
"Each game publisher has really stepped up to take part in this," said Kerr.

Rounding out the video game experience is the NBA's annual NBA All-Star Technology Summit, which takes place February 15 at the Ritz Carlton Hotel. NBA greats like Magic Johnson, Charles Barkley and Chris Bosh and well-known personalities like Mark Cuban, Anderson Cooper and Ahmad Rashad.

"We usually have participants from the game companies attending our Tech Summit and even when there are none scheduled, video games are part of those discussions," said Kerr. "Panelists and keynote speakers end up talking about technology across the board and video games naturally come up."