Recruitment Advertising Is A Game. War, Not So Much.

USA Today reports that tomorrow’s warriors are likely lurking in the gaming culture, popular with today’s teens and 20-somethings.

The U.S. Army is about to invade the online gaming community with an estimated $2 million sponsorship deal with the Global Gaming League website.
Starting in June, the Army will sponsor a “national gaming” area as a way to tap into the site’s 9.2 million players per month of everything from shooter games to pro baseball. It hopes to find candidates for recruitment among the 17- to 24-year-old males who are 80% of the gamers on the site — young men hard to reach with advertising.
GGL is a gaming community site that blends game news and play. Founder Ted Owen describes it as “ESPN meets MySpace for gamers. Video gaming is a culture. The Army has been a very forward thinker. They get it.”

Here’s hoping the targets of these Army messages also “get it.” It being the very real differences between video games and a real war.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.