February 10, 2010 – 2K Sports today announced that NBA® 2K10 cover athlete, Kobe Bryant of the Los Angeles Lakers, and NBA® 2K10: Draft Combine spokesman, Derrick Rose of the Chicago Bulls, will both appear at the NBA All-Star Jam Session on Saturday, February 13th at the NBA® 2K10 All-Star Challenge presented by Nike Basketball. Both Bryant and Rose will introduce the two championship tournament finalists and present the grand prize winner with a check for $10,000.

The NBA 2K10 All-Star Challenge, driven by 2K Sports, culminates at the 2010 NBA All-Star in Dallas, Texas after two months of intense online competition against the best players in the country. Competing exclusively on the Xbox 360® video game and entertainment system from Microsoft through the Xbox LIVE® online entertainment network, the two remaining finalists will tip-off for the right to be crowned the undisputed top NBA 2K10 player in the U.S.

Along with the grand prize of $10,000, the NBA 2K10 All-Star Challenge champion will have the exclusive opportunity to design one of the colorways for Kobe Bryant’s signature shoe, the Zoom Kobe V, through NIKEiD (subject to NBA approvals). The winning design will be worn by Kobe in an actual Los Angeles Lakers game and the virtual version of the design will appear in NBA® 2K11, scheduled to launch later this year. More information about the NBA 2K10 All-Star Challenge can be found at: http://www.2ksports.com/allstarchallenge.

NBA 2K10 All-Star Challenge Presented by Nike Basketball; Tournament Finals with scheduled appearances by NBA superstars Kobe Bryant (Los Angeles Lakers) and Derrick Rose (Chicago Bulls)

NBA Jam Session
Dallas Convention Center
650 S. Griffin St
Dallas, Texas

Saturday, February 13th
1:30 p.m. – 2:00 p.m. CST: Championship Tournament Finals

NBA 2K10 raises the bar this season and delivers the most realistic, stylistic, and feature-rich simulation experience ever available in the NBA 2K franchise – from gameplay to graphics, presentation and online features. Giving fans what they have long requested, the all-new My Player career mode allows fans to create their own ultimate NBA player and guide his every career move. NBA Today will also offer real world matchups, news and stats automatically streaming right into the game, along with keeping commentary and overlays fresh and up to date based on what is really happening in the NBA.

Developed by 2K Sports’ Visual Concepts studio, NBA 2K10 is rated E for Everyone by the ESRB and now available for Xbox 360, Wii™ system, PlayStation®3 (PS3™) computer entertainment system, PlayStation®2 computer entertainment system, PSP® (PlayStation®Portable) system, and Windows PC. For more information about NBA 2K10, please visit www.2ksports.com/games/nba2k10.