A fixing device includes a rotatable endless belt formed into a loop and a heater disposed opposite the endless belt to heat the endless belt. A nip formation pad is disposed inside the loop formed by the endless belt. The nip formation pad includes a metallic thermal equalizer extending in an axial direction of the endless belt. A rotatable pressure rotator presses against the nip formation pad via the endless belt to form a fixing nip between the endless belt and the pressure rotator, through which a recording medium bearing a toner image is conveyed. The pressure rotator includes an increased tackiness portion disposed at a lateral end of the pressure rotator in an axial direction of the pressure rotator to transmit a driving force to the endless belt. The increased tackiness portion is disposed opposite the thermal equalizer of the nip formation pad.