Nigel Goodwin — May 18, 2006 — Pop Culture
References: news.bbc
The US Army has found a new way to raise its profile and attract new recruits: through an online video game.
The game, entitled America's Army, simulates both combat and life in the military service. It is intended to inspire young Americans by relating the experiences of real-life troops. The free game was released in July 2002 and has gone on to be one of the top online games, with seven million players.
To put a human face on the wars in the Middle East, the latest version of the game features the stories of nine soldiers who served in Afghanistan and Iraq. Players can enter a virtual recruiting room to learn about the real soldiers' stories, and then compare their online gaming accomplishments with the soldiers' real-world service.
"It gets our stories out there about what the army is doing," said Sergeant Matt Zedwick, who served and was wounded during a tour of duty in Iraq in 2004.
"It is a good communications device to introduce people to what is really going on, rather than what you see on the news. It shows we are not robots, that we're not trained killing machines. We're just people."
Small plastic figures of the soldiers featured in the game will go on sale to enhance the campaign.
The game, entitled America's Army, simulates both combat and life in the military service. It is intended to inspire young Americans by relating the experiences of real-life troops. The free game was released in July 2002 and has gone on to be one of the top online games, with seven million players.
To put a human face on the wars in the Middle East, the latest version of the game features the stories of nine soldiers who served in Afghanistan and Iraq. Players can enter a virtual recruiting room to learn about the real soldiers' stories, and then compare their online gaming accomplishments with the soldiers' real-world service.
"It gets our stories out there about what the army is doing," said Sergeant Matt Zedwick, who served and was wounded during a tour of duty in Iraq in 2004.
"It is a good communications device to introduce people to what is really going on, rather than what you see on the news. It shows we are not robots, that we're not trained killing machines. We're just people."
Small plastic figures of the soldiers featured in the game will go on sale to enhance the campaign.
Trend Themes
1. Virtual Reality Gaming - Opportunity to develop immersive virtual reality games that simulate real-world experiences and raise awareness for specific industries or causes.
2. Storytelling in Gaming - Disruptive innovation opportunity to create narrative-driven games that engage players emotionally and educate them about real-life experiences.
3. Gamification for Recruitment - Potential for using game-based experiences to attract and recruit talent by showcasing the realities and benefits of specific industries or professions.
Industry Implications
1. Video Gaming - Incorporating real-life stories and experiences into video games can provide a unique and immersive way to engage players and generate interest in the gaming industry.
2. Military - Using video games as a recruitment tool can disrupt traditional military recruitment methods and attract a wider audience by offering an interactive and relatable experience.
3. Entertainment Merchandise - Creating and selling merchandise, such as collectible figures, based on characters or elements from video games can enhance marketing campaigns and generate additional revenue streams for the entertainment industry.
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