The occasion was to perform motion capture for its bestselling NBA 2K franchise.
And even though EA Sports has given them any competition in years, the NBA 2K franchise blew away NBA Live when it went head-to-head.
And even before EA canceled its NBA ELITE game, the NBA 2K franchise had been the annual sales champion and critically acclaimed winner in the basketball simulation market.
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The Rock draws mainstream fans, while also appealing to the hardcore wrestling base. 2K Sports, which has worked with NBA legends like Michael Jordan and Magic Johnson to promote its bestselling NBA 2K basketball franchise, knows the power of a big-time entertainer.
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With no competition from EA Sports yet again this year, things were looking good until the NBA lockout. 2K Sports knew that was coming and focused on NBA legends like Michael Jordan, Magic Johnson, Larry Bird, and Dr. J for the cover as well as new gameplay modes.
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And with the NBA lockout over, both EA and 2K Sports can focus on current NBA All-Stars for their covers.
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While 2K Sports dominates the NBA basketball video game space with its NBA 2K11, it has faced serious competition from Sony Computer Entertainment on the virtual baseball diamond over the years.
And 2K Sports will be back with NBA 2K13.
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If the NBA can get its act together, he believes 2K Sports could sell an additional 1 million copies of its new game.
FORBES: Nike Says Video Games Like 2K Sports' NBA 2K12 Helps Sell Basketball Shoes
In fact, this season and next season 2K Sports will have no competition in the NBA simulation game.
FORBES: Potential NBA Lockout Won't Impact New Basketball Video Games
Gatorade, Hanes and Upper Deck are long-time Jordan sponsors. 2K Sports put Jordan on the cover of its NBA 2K11 and 2K12 video games.
Michael Pachter, video game analyst for Wedbush Morgan Securities, believes 2K Sports should be able to sell 5.7 to 5.8 million copies of NBA 2K12 with a full season.
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