State Farm’s Jake is a character in the town of NBA 2K22

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NBA 2K22 was released yesterday on PS5, PS4, Xbox Series X / S and Xbox One. Like previous NBA 2K games, 2K22 features The City, a great online open world mode that allows players to walk, play basketball, shop in stores, and uh … I guess he’s dating Jake from State Farm.

NBA 2K22 features a career mode, allowing players to create their own basketball-loving character who can then move through a storyline, work their way up the ladder and NBA, and finally into famous NBA superstars. The City is an online hub that allows you to take your created character off the pitch and into an open-world city filled with different buildings, activities and content to explore. It is also, like the rest of any modern NBA 2K game, full of microtransactions and advertisements.

But this year, NBA 2K22 has really stepped up its game when it comes to pushing late-stage elements of capitalism into the experience. NBA 2K22 features a digital Jake from State Farm. This character has appeared in numerous State Farm commercials and as most of us spend hours of our days bombarded with thousands of ads, most of you will recognize Jake from State Farm.

We are indeed in the darkest timeline.

Capybaroness on Twitter was one of the first people to share a clip of Jake and offered this brief but accurate description of the encounter: Christ.

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Not only is Jake in the game, but he is outside the State Farm clothing and merchandise store. And yes, you can get some State Farm IV. And besides, yes, it looks awful, as Capybaroness showed in a follow-up tweet.

In the video, your created character meets Jake from State Farm and instead of shaking his head, perhaps sighing and moving on like most humans, he relaxes and talks to the marketing character made real in digital form. Watching your character have fun with State Farm’s Jake, even getting excited when he says that the famous State Farm slogan would make me want to never play with that character again.

It is not surprising to see NBA 2K22 insert an insurance advertising character into the game. This is a series that has already had tons of shitty microtransactions in the past and has also incorporated literal slot machines and non-skippable advertisements into previous entries. So, sure, add a digital avatar based on a character from some advertisements. Why not?! I hope Flo and the lizard Geico show up in the game over the next few years.

According to my sources (people playing this game), this year also includes basketball. I think.

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