2K Sports Teams Up with Snapchat on Marker Lens for NBA 2K20 Debut

The game’s cover features Anthony Davis in his new Los Angeles Lakers jersey

The Los Angeles Lakers' Anthony Davis is on the game's cover 2K Sports/Snapchat

Game developer 2K Sports teamed up with Snapchat on a marker tech augmented reality lens to back its release of NBA 2K20 Friday.

2K Sports/Snapchat

The lens, accessible via the Snapcode below, brings the game’s cover subject, National Basketball Association superstar Anthony Davis, to life via AR in his new No. 3 Los Angeles Lakers jersey.

2K Sports/Snapchat

The AR experience in the lens also includes the gameplay trailer for NBA 2K20.

The lens actually debuted Thursday night at the exclusive launch party for the game in Los Angeles, where it was sampled by Davis and fellow NBA superstars Dwyane Wade, Ben Simmons and Damian Lillard, as well as Women’s National Basketball Association star Breanna Stewart.

2K Sports/Snapchat
david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.