News Post


- New PowerBar® Triple Threat® 2K6 Hoops Leaderboard Challenges "Best of the Best" in Basketball Video Gaming-

SAN RAFAEL, Calif. (July 28, 2005) - 2K Sports, the highly acclaimed sports publishing label of Take-Two Interactive Software, Inc., and PowerBar, the creator and leader of the estimated $600 million energy bar category, today announced they have entered into a marketing relationship to mutually promote the new PowerBar® Triple Threat® energy bar line and the highly-anticipated Fall 2005 release of NBA 2K6 and College Hoops 2K6 basketball video game titles from 2K Sports. Designed to fuel the competitive spirit amongst hoops fans and the online video gaming community while providing an opportunity for both core and casual gamers to interact with the PowerBar brand, the cross-marketing program will encompass an online video gaming leaderboard competition, a national consumer promotion, and PowerBar Triple Threat product integration into the NBA 2K6 video game title.

"This relationship with PowerBar is about leveraging the popularity of the 2K Sports basketball games," said Erik Whiteford, 2K Sports vice president of marketing. "The fully-integrated marketing campaign combines a national promotion, in-game branding, and online video game competition. Through this relationship, our aim is to deliver a new exciting experience for our consumers by awarding prizes throughout the season to the leading online 2K6 hoopsters, as well as integrating our partners in new and unique ways. Both 2K Sports and PowerBar are lifestyle industry powerhouses, and it is a complimentary fit that we would work together."

PowerBar Triple Threat 2K6 Hoops Leaderboard Competition
The 2K Sports PowerBar Triple Threat Hoops Leaderboard is a combination of online ranking points from both NBA 2K6 and College Hoops 2K6 games. It pulls the ranking points from the individual leaderboards and pools them together in an overarching master hoops leaderboard. When users log at least one online ranked game from BOTH products (NBA 2K6 and College Hoops 2K6), a "triple threat" flag will appear in the user's profile. Once the flag is earned, every online ranking point received from games played in either product will be triple the points. Top ranking positions on the hoops leaderboard will be awarded on a weekly and monthly basis.

PowerBar Triple Threat 2K Sports 3-Point Play Giveaway
PowerBar and 2K Sports will award the one grand prize winner of the 3-Point Play Giveaway national consumer promotion with the ultimate hoops adventure-- three buddies traveling to three cities to attend three NBA games! Triple Threat packaging and a media campaign will drive consumers online to register for the 3-Point Play Giveaway from October 2005 to January 2006. One winner will be randomly selected and announced early next year.

PowerBar® Triple Threat® NBA 2K6 In-Game Features
As an extension of PowerBar's NBA marketing activation, PowerBar will leverage the 2K Sports NBA 2K6 videogame title, integrating PowerBar Triple Threat branding into the game with fun, relevant value-add features for gamers.

"Whether it's playing hoops against your buddies on the court or online, PowerBar is about fueling the competitive spirit," said PowerBar Marketing Manager Stephanie Brendel. "This relationship marks PowerBar's first custom video gaming program. Partnering with an industry leader like 2K Sports allows us to create a relevant, authentic program that connects video game players with our new PowerBar Triple Threat bar, while adding value to their game-play experience."

PowerBar Triple Threat Energy Bars
The new PowerBar Triple Threat line plays off of the triple threat basketball connotation, delivering taste, energy and nutrition. Designed for active guys who want the taste of a candy bar and the nutrition of a PowerBar, Triple Threat bars deliver great taste plus 16 vitamins and minerals and a balance of carbohydrates, protein and fiber. New for spring 2005, the new PowerBar Triple Threat line consists of four bars offered in both crispy and chocolate-caramel-layered textures.

NBA 2K6 and College Hoops 2K6 Video Games
NBA 2K6 hits the hardwood with all the ingredients necessary to continue its reign as the #1 rated pro basketball game***. Players elevate their game by utilizing the innovative V.I.P. System(tm) to challenge profiles of friends and other NBA 2K6 gamers across the country that match their gameplay tendencies down to the most minute detail. With the industry leading online experience and unrivaled franchise control, NBA 2K6 offers the most comprehensive and entertaining roundball experience anywhere

No other college basketball video game captures the collegiate atmosphere and pageantry like College Hoops 2K6. The only college basketball game to capture the feel of a last-second buzzer-beating basket, the euphoria of winning to play another day, and the agony of losing and going home, players out-coach their competition with College Hoops 2K6.

NBA 2K6 and College Hoops 2K6 will be available Fall 2005 for PlayStation®2 computer entertainment system, Xbox® video game and entertainment system from Microsoft, and the Xbox 360(tm) video game and entertainment system from Microsoft.

***According to GameRankings.com average scores of 2004-2005 pro basketball video games

About Take-Two Interactive Software
Headquartered in New York City, Take-Two Interactive Software, Inc. is an integrated global developer, marketer, distributor and publisher of interactive entertainment software games and accessories for the PC, PlayStation® game console, PlayStation®2 computer entertainment system, PSP(tm) handheld entertainment system, PlayStation®3 computer entertainment system, the Xbox® video game and entertainment system from Microsoft, the Xbox 360(tm) video game and entertainment system from Microsoft, Nintendo GameCube(tm), Nintendo DS(tm) and Game Boy® Advance. The Company publishes and develops products through its wholly owned labels Rockstar Games, 2K Games, 2K Sports and Global Star Software; and distributes products in North America through its Jack of All Games subsidiary. Take-Two also manufactures and markets video game accessories in Europe, North America and the Asia Pacific region through its Joytech subsidiary. The Company maintains sales and marketing offices in Cincinnati, New York, Toronto, London, Paris, Munich, Madrid, Vienna, Milan, Sydney, Breda (Netherlands) and Auckland. For more corporate and product information please visit our website at www.take2games.com.

All trademarks and copyrights contained herein are the property of their respective holders.

About PowerBar
PowerBar is committed to helping enhance the health and wellness of active individuals by providing convenient nutritional products and sound nutrition information. Backed by decades of sports nutrition experience, PowerBar's product line includes a full spectrum of great-tasting food and beverage options developed to meet the nutrition and energy needs of everyone from athletes to individuals seeking healthy food choices. PowerBar proudly fuels world-class athletes including Lance Armstrong and Michael Phelps, and sponsors premier organizations and events including the Susan G. Komen Breast Cancer Foundation; The Leukemia & Lymphoma Society's Team In Training; Ironman North America Triathlons; and the Chicago, Boston and ING New York City Marathons. PowerBar is owned by Nestlé SA.

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