American Express powerfully backed gamers by creating the ultimate hybrid NBA 2K training center through the American Express x NBA 2K23 Lab. Amex brought guests closer to the action during an epic, weekend-long hybrid event. This never-before-experienced training camp took the skills of NBA 2K’s fans to the next level through engaging on-site experiences and benefits for both Card Members and Prospects.

Fans could sign up for 1:1 coaching from professional 2K players, recreate iconic 2K highlights on a larger-than-life digital basketball court that lit up to show step-by-step guidance while recording a socially shareable video of their ‘buzzer beater moment’, collect POAP NFTs that unlocked token-gated 2K virtual currency to level up their in-game play, and even receive free haircuts by Filthy Rich Barber Shop and shoe cleaning by Jason Markk -both local NYC small business owners.

The Amex x NBA 2K23 Lab simultaneously streamed live on Twitch at select times, enabling both on-site fans and at-home viewers to watch iconic NBA, WNBA, and 2K talent compete in 2K.

To anchor our footprint, we took players’ training to the next level by putting them physically in the game. Our first-of-its-kind dynamic training half-court helped fans in real life get a handle on new in-game moves. Interactive data capturing tiles and real-time cameras tracked the player’s movement on the court, helping players retrace iconic NBA 2K plays to see the game from a whole new angle. Scores tracked their progress with each attempt on the court and they received personalized shareable videos, along with an email with all the controller moves of the plays that they performed, both of which let them show the world that they were ready for 2K23.

The activation also leveraged new Web3 technology and NFTs to provide exclusive benefits to avid 2K fans. Fans who minted the Amex 2K POAP NFT on-site were able to unlock a token-gated virtual currency code for in-game value. The Twitch streams also included digitally mintable POAP NFTs unique to each stream: the first a Women in Gaming livestream featuring Alexis Morgan, Kelsey Plum, Sabrina Ionescu and ItsPikaaa, the second an NBA & Entertainment stream featuring Jack Harlow, Druski, Jalen Brunson, and RJ Barrett, and the third a 2K Talent stream featuring Cash Nasty and ItsPikaaa.