In a campaign featuring World Wrestling Entertainment (WWE) superstar and leukemia survivor Roman Reigns, video game publisher 2K is partnering with the Leukemia & Lymphoma Society to heighten awareness around blood cancers.
The global partnership corresponds with 2K’s release of professional wrestling video game WWE 2K20, slated for Oct. 22. The game will feature “Big Dog” Reigns — the ring name of Leati Joseph Anoa’i — and his WWE career. Anoa’i announced last October that his previously undisclosed leukemia had returned after 11 years, but that he was back in remission and would resume working.
“Partnering with the Leukemia & Lymphoma Society, the global nonprofit leader in the fight against blood cancers, is a natural extension of our WWE 2K20 relationship with WWE and Roman Reigns and an opportunity for us to give back to the community, raise awareness and join the fight to find a cure,” Chris Snyder, 2K vice president of marketing, said in a press release.
“Roman’s strength and perseverance to win his battle with leukemia is truly inspiring to all of us, and we are proud to feature him on both the cover of WWE 2K20 and through a dedicated 2K tower celebrating his incredible career journey.”
A game feature called “towers” debuted in WWE 2K19, part of the WWE 2K series developed by Visual Concepts. In this mode, players can choose WWE “superstars” to compete against a host of opponents. Each tower features a special theme, with different match types and rules. In the WWE 2K20 Tower: Roman’s Reign, players will ultimately compete in 16 matches touching on Reign’s career highlights.
On Twitter, 2K is urging people to retweet posts about LLS and the new partnership until Oct. 22. For every retweet, 2K will donate $2 to LLS, up to $500,000. In addition, the company will distribute copies of its games to those with blood cancers such as leukemia and lymphoma, arrange for 2K representatives and WWE stars to visit patients in LLS network hospitals, and host patients and their families at WWE 2K20 promotional events.
“As an organization founded 70 years ago by a family who lost their 16-year-old son to leukemia, we are committed to finding cures and helping families affected by cancer, through our investment in research, free patient support services, and financial support, and by advocating for laws that provide access to quality, affordable care,” said Louis J. DeGennaro, PhD, LLS president and CEO. “We are pleased to reach a new generation of families through this exciting partnership with 2K, and we are grateful for their support of our quest to end blood cancers.”
WWE 2K20 is designed for the PlayStation 4 computer entertainment system, the Xbox One line, and Windows PC.