Brief Dive: According to information received by Marketing Dive via email, State Farm's mascot, Jake from State Farm, made his debut in NBA 2K22.
The most recent installment of the popular NBA 2K series was released on September 10.
As a non-playable character (NPC) in the game's The City mode, Jake can be interacted with by visiting the NGHBR GOODS storefront in-game. A Jake-inspired skin for their character can then be unlocked, and players can then spend their earned money on licensed merchandise such as the mascot's khaki pants and red shirt, which can be found in-game.
On October 2, State Farm will host a Jakeover livestream on Twitch, which will include well-known NBA 2K influencers. The insurance company is attempting to engage with the gaming community in a genuine manner through this initiative.

Dive Insight: State Farm bringing its popular Jake mascot to NBA 2K22 is an innovative way for the insurance company to engage with the gaming community by transcending traditional advertising.
State Farm can place its brand in the forefront of the game through the creation of an NPC and a digital storefront, in-game signage, and a sponsorship of the Assist of the Game feature, in a manner similar to that of sponsorships in real-world sports.

State Farm is the latest brand to become a part of the popular NBA 2K video game franchise. This summer, the Unilever deodorant brand Degree launched a multichannel campaign that included in-game branded trivia, digital wall takeovers, and other elements, while Burger King Spain linked trick shots to real-world rewards last year.

Jake from State Farm made his debut in 2011 and was the star of the brand's first Super Bowl commercial, which aired earlier this year. The 30-second commercial, which was created in collaboration with The Marketing Arm, featured rapper Drake as a stand-in for the character and actor Paul Rudd in a cameo appearance.