Tech | January 09, 2009 | 70 comments

U.S. Army recruiting at the mall with video games

Image
Jeffnfun631
Army uses Video Games to Recruit young men and women

PHILADELPHIA (Reuters) - The U.S. Army, struggling to ensure it has enough manpower as it fights wars in Iraq and Afghanistan, is wooing young Americans with video games, Google maps and simulated attacks on enemy positions from an Apache helicopter.

Departing from the recruiting environment of metal tables and uniformed soldiers in a drab military building, the Army has invested $12 million in a facility that looks like a cross between a hotel lobby and a video arcade.

The U.S. Army Experience Center at the Franklin Mills shopping mall in northeast Philadelphia has 60 personal computers loaded with military video games, 19 Xbox 360 video game controllers and a series of interactive screens describing military bases and career options in great detail.

Potential recruits can hang out on couches and listen to rock music that fills the space.

The center is the first of its kind and opened in August as part of a two-year experiment. So far, it has signed up 33 full-time soldiers and five reservists -- roughly matching the performance of five traditional recruiting centers it replaced.

The U.S. military says it has been meeting or exceeding its recruiting and retention goals, with 185,000 men and women entering active-duty military service in the fiscal year that ended on September 30 -- the highest number since 2003.

Defense officials say the recession and rising unemployment were likely to boost recruiting.

The Philadelphia center lures recruits with a separate room for prospective soldiers to "fire" from a real Humvee on enemy encampments projected on a 15-foot-high (4.5-meter-high) battleground scenario that also has deafening sound effects.

In another room, those inclined to attack from above can join helicopter raids in which enemy soldiers emerge from hide-outs to be felled by automatic gunfire rattling from a simulator modeled on an Apache or Blackhawk helicopter.

The Army is not simply looking for new recruits, said First Sgt. Randy Jennings, who runs the center. It also aims to dispel misperceptions about Army life.
  1. groups:
    Community,   Tech,   Picked for Current Tonight
  2. tags:
    News Tech US America 4 more
  3.     
    |

70 comments // U.S. Army recruiting at the mall with video games

  • Brandon_Broze
    • 0
      Brandon_Broze  
    • Why do you need to constantly advertise everywhere you can think of? you REALLY think people are gonna forget the army exists, and those who may have joined won't join anymore because they just FORGOT or "never heard of" the army? Please... There's no need for all this damn military advertising. It's just wasting tax dollars. How the hell do you fancy up war and make it 'attractive'?

      Oh, yeah, if I serve I can get 40,000 for college... IF I don't die on the way back to the U.S.

    • 1 year ago
  • Brandon_Broze
    • 0
      Brandon_Broze  
    • It's funny. This is probably the ONLY country in the world that has its military advertise ON TV and even go into high schools to recruit unsuspecting teens for more bogus wars. It's kind of sick, if you ask me. War is not a game. It shouldn't be treated so lightly by the gov't. No normal civilized democracy or republic goes to war as often as we do! We've wasted so many lives with this crap. Let's just come home already and let all those other nations defend themselves for a change. I'm tired of this world police bullshit. It further entangles us and doesn't guarantee safety. The terrorists don't "hate us for our freedom." They hate us because we're over there! We're only creating more terrorists by staying over there. And now we're building embassies and permanent bases in Iraq and Afghanistan! WTF is that all about?

      I doubt these Afghan or Iraqi "democracies" will succeed. Those nations just don't have the cultural or societal infrastructure!! You can't just impose a gov't like that on a nation that's not ready. It has to have something like an Enlightenment of its own before it can become democratic and survive. God, what fools we are.

    • 1 year ago
  • Brandon_Broze
    • 0
      Brandon_Broze  
    • Man, we're only embarassing ourselves with this bullshit. The world's civilized democracies, true democracies anyhow, must be laughing at us for how goddamn militarist we are as a society. We praise EVERY vet, no matter what they did or didn't do, as a "hero." That stupid label is just foisted upon them no matter what, as if it's IMPOSSIBLE for a veteran to be a jackass. If you served in the military, you "served your country", as if it's impossible to serve it any other way, like community service, running for office and enacting legislation that makes people's lives better and expands freedom, or fighting for freedom with the help of groups like the ACLU or Institute for Justice.

      Fuck off, militarists. I'm sick of these bogus wars that do more to hurt our reputation and security than defend us. Hardly any war we've been in since WW2 was justified if you ask me. Even Afghanistan is looking to be a big mistake in retrospect, esp. since we STAYED instead of just leaving and letting the newly-freed Afghan people take back their own country.

    • 1 year ago
  • Brandon_Broze
    • 0
      Brandon_Broze  
    • I love that one navy or marines commercial: "You'll do more in your service than most people do in a lifetime." Uh... what? What exactly does that entail? I'm pretty sure anything I'd do in the Navy is probably not a whole lot of what I wanted to do in a lifetime. That's just such a misleading phrase right there.

      If only the Army would be honest and quit making new recruits think it's all sunshine and rainbows and shit. It's NOT! It's war, for christ sake. If you wanna sign up, fine. But don't try to tell me it's all fun and games and use a VIDEO GAME designed for ENTERTAINMENT as a recruitment tool. That's just sick.

      I mean, in real life there's no pause button, for one thing.

    • 1 year ago
  • Brandon_Broze
    • 0
      Brandon_Broze  
    • Lol! This is just absurd. Doesn't the Army already do enough recruiting and advertising on TV, in magazines and AT HIGH SCHOOLS?? For god sakes, now they reserved their own fucking space at the mall?? Yeah... that's what I wanna see. A fucking army recruiting center right at the place I shop. Thank God I don't live in Philly. And why does the army need its own store or "center"?? Don't they already have plenty of recruiting places across the country, as well as all that damn stupid-ass advertising making serving seem like a walk in the park?

    • 1 year ago
  • PotentRodent
    • -1
      PotentRodent  
    • Do any of you people even know a soldier? Do you know someone that has deployed to Iraq?

      Im thinking probably not, because you people are throwing down some really fanatically bias shit right now. You should base your opinions on something other than war movies and Micheal Moore.

    • 3 years ago
  • Cynic2
    • +1
      Cynic2  
    • In my day, it was John Wayne movies. Same bullshit, though. But soldiers are treated WORSE than toys---- they're pawns and victims, of skewed foreign policy, of wars of greed, of experiments. Sad thing is, a voluntary army can work GREAT, but you can't take over the world with one, and this is what's happening: we're (the gov't, not the PEOPLE) trying to take over the world. There's already an economic draft and a back-door draft; an official draft would only add to and prolong the misery.

    • 3 years ago
  • lamborghini
  • vixen0078
    • 0
      vixen0078  
    • Does the Army experience at the mall include treatment for Traumatic Brain Injury and Post Traumatic Stress Disorder? How about reintegration therapy after you loose your legs or get 70% of your skin burned away? Of course not. That part of the "game" isn't fun.

      This pisses me off.

      WAR IS NOT A GAME

      SOLDIERS ARE NOT TOYS

    • 3 years ago
  • fun_size
    • 0
      fun_size  
    • Why is this a surprise to anyone? Video games are a growing media. It would be stupid for the military to NOT take advantage of that fact.

    • 3 years ago
  • FallenMorgan
    • 0
      FallenMorgan  
    • I don't think the video game includes suicide bombing, PTSD, and fellow soldiers dieing in your arms. The army is not glorious or anything. It can have heroic moments, but especially in something like the Iraq War, things can be horrific.

    • 3 years ago
  • Jacques_of_Spades
    • 0
      Jacques_of_Spades  
    • I don't think the article explains that the staff at the facility don't approach and actively recruit. They answer questions and yes, they will get you started towards enlistment if you ask, but they don't pressure anybody to serve or give up contact information or anything. If someone is going to join the Army, they aren't going to do it because of this center.
      If someone wants to join the Army because of video games, I highly doubt it would be because of this center. There are far more numerous and better 'war' video games on the market that do much more to convince someone to become a soldier.
      Finally, before anyone starts hating on recruiters or the Army, remember that they are only doing their job - and it is a very stressful job. The Army -MUST- recruit a certain number of people or they are in violation of federal law. It is -illegal- for them not to recruit. That law was created by representatives selected by the American people. So the only people we really have to blame for recruiters is ourselves.

    • 3 years ago
  • 1percent
  • Dmitri_Molotov
    • 0
      Dmitri_Molotov  
    • Fine with me, I'll ignore the propaganda and milk 'em for all they have. This isn't actually designed for recruitment so much as circuses for the masses. People are worrying too much about the economy, which is the reason the economy is so bad to begin with. Nobody is buying anything because they're all too scared.

    • 3 years ago
  • footystud
    • 0
      footystud  
    • might as well get the ones that are hooked on video games too. they go in thinking they are going to play world of warcraft...and end up in a desert getting shelled by iraqis.

    • 3 years ago
  • iloveravi
    • 0
      iloveravi  
    • I've played the game and it sucks.

      It is a good idea though.

      As people start to wake up and realize that the american military is a corrupt, borderline terrorist organization that allows their female members to be raped by their male members while they murder innocent people during illegal occupations aimed at stealing natural resources it gets harder and harder to convince people to join.

      They have already lowered their standards for new recruits. They need to find ways of attracting these new low standard morons to go be war criminals.

      A video game , even a lame one, seems to be a good choice.

    • 3 years ago
  • Jacques_of_Spades
    • 0
      Jacques_of_Spades  
    • iloveravi:

      Grow the fuck up. The United States army serves the people and does nothing that it hasn't been told to do by the people chosen by YOU and your fellow citizens. Calling the army a 'terrorist organization' implicates you as well. Sexual assault has occurred in the military, but you know where else? In YOUR CITY and in my city and everyone else's city. Also, the United States Army has no say whatsoever in whether or not it invades or occupies Iraq, or any other place. Why don't you move to a country without a military to protect them?

    • 3 years ago
  • iloveravi
    • 0
      iloveravi  
    • iloveravi:

      Where shall we start?

      Lets play a game, shall we?

      You define terrorism by any means you want and we will see if the US military fits into that definition.

      Then we will take the USA's official definition of terrorism and see if the US military's behavior fits that description.

      Next, you are right, sexual assault and Rape are committed in my city and the offenders are held responsible for their actions whenever the can be caught.

      Sadly that is not the state of the US Military. No, sadly not. 4 in 10 Female soldiers re sexually assaulted and nearly never are the offenders prosecuted.

      You didn't really have any points besides telling to grow up, which I already am. And to move to a country where a military doesn't protect me.

      I suppose you are inviting me to move to the USA where the military is stretched thin across two corrupt was and has absolutely no ability to actually protect the US citizenry.

      So what next, fool?

    • 3 years ago
  • vixen0078
    • 0
      vixen0078  
    • iloveravi:

      You are very, very good at spinning a web of words. It really is too bad that your talent is being wasted spewing prejudice opinions.

      That is okay , though. There has been a long line of men and women who have died in the name of freedom which ensures your right to do so.

    • 3 years ago
  • NoGodsNoMasters
    • 0
      NoGodsNoMasters  
    • It's funny this article came up today. My girl was at the mall last night and saw an ROTC stand and came home and told me about it. I really don't know how I feel on the subject. It doesn't really bother me that the army recruits. And it just makes sense that in the digital age they are using things like video games to draw people in. I saw a clip on G4 a little while back that showed a new tank that is literally controlled by an Xbox controller. Thats the army of the future. Unmanned aircrafts, remote control tanks, cyber soldiers.....and the internet generation is more then prepared for the task with little training necessary.

    • 3 years ago
  • bluestranger
    • 0
      bluestranger  
    • One more reason for a draft. There is nothing wrong with a citizen volunteering to serve their country. It would be better if they could serve in some other capacity but any capacity should be considered a patriotic duty. Recruiters have always used some form of deception. Mine told me about the swimming pools, tennis clubs, and gyms. He failed to mention that they are for the officers stationed at the bases. We will see an upturn in volunteers because of the economy. When you graduate the options are basic ones. Your choices are pretty much limited to more school, a job, prison, or the military. Yeah the tactics they use to recruit are lousy but they always have been. With a draft you circumvent these practices. Also, with a draft the people making decisions about going to war would be less likely to send their own sons and daughters off to fight and die.

    • 3 years ago
  • Cynic2
    • 0
      Cynic2  
    • bluestranger:

      Trouble is, "stranger, an OFFICIAL draft would give those warmongering scumbags an unlimited souce of cannon fodder for their endless wars! A hell of a lot of draftees are on the Wall in DC.

    • 3 years ago
  • cerealforeal
    • 0
      cerealforeal  
    • There was a whole new strip of military (Army, Navy, and some two other bullshit categories) in two of the malls in Houston. They need more easily brainwashed kids to go and fight fairy tale wars so that the elite can profit and enjoy playing god.

    • 3 years ago
  • synclaire
  • Sam_Robb
    • 0
      Sam_Robb  
    • synclaire:

      I am not in the military, but I have played America's Army. If you die in the game, the mission fails. Sure, you have the option to try the mission again, but it is definitely more realistic than Halo, GRAW, or many other fps games. And I think it is easy enough to comprehend that real life is not like a video game. Just a few of my thoughts.

    • 2 years ago
  • aswift1
    • 0
      aswift1  
    • I hope those video games show a realistic death by IED and how to cope with PTSD... That's such a misleading was to recruit... but oh well, only the dumb ones are going to buy into it.

    • 3 years ago
  • PotentRodent
    • 0
      PotentRodent  
    • aswift1:

      Yes, because that is a 100% certainty of military service. Dieing, or being generally miserable. They should have a disclaimer or something.

      Right below that disclaimer, they can have something about the honor involved with serving your country, and defending YOUR right to undermine their decision to serve on the internet.

      it will be a brilliant campaign, you should send them a letter.

    • 3 years ago
  • Ares
    • 0
      Ares  
    • aswift1:

      Only the dumb ones? Does that mean you enlisted? Because you seem pretty happy with that yarn you spun about combat. Never mind the fact that it's completely ridiculous and irrelevant.

    • 3 years ago
  • unashamed_muse
  • PotentRodent
  • diabolical44
  • Ares
    • 0
      Ares  
    • God, I hate all of you so much. It doesn't seem like any of you have the slightest clue as to what military life is like, other than what you have seen in the media. Nobody is pointing a gun to these kids' heads and forcing them to sign up. If I had my way military service would be required for a couple of years before you could gain citizenship. Maybe then we would have a nation full of disciplined citizens, as opposed to what we apparently have now, which is a bunch of people complaining about how awful the military is. Make love not war? Give me a break. Take a hit of atropine, I'm not sure you people have a pulse.

    • 3 years ago
  • pjacobs51
    • 0
      pjacobs51  
    • Ares:

      Poverty is the gun pointed at their heads.
      If you had it your way "military service would be required for a couple of years before you could gain citizenship" it would be just like the old USSR.
      We need much better education and the elimination of poverty to create a nation of disciplined citizens. Another thing our government doesn't seem to care much for. Don't get me wrong, I'm all for the military, but this seems pretty low, recruiting with video games at the mall.

    • 3 years ago
  • malathion
    • 0
      malathion  
    • Ares:

      "navy special warfare" in 2 years , under contract . and you'd stop "pandemic whining" but you have posted a comment starting with "god , i hate all of you so much " . you are an amusing character .

    • 3 years ago
  • kat5691
    • 0
      kat5691  
    • Ares:

      You hate us? I know that no one has held a gun to these teens heads and made them sign up BUT...the recruiters lie to them and tell them what they want to hear to get them to enlist. They just did to my son. Told him he would NOT go to Iraq or Afghanistan, told him he could pick where he wanted to go like japan, Hawaii, Europe, told him that he would only have to serve 3 years and no more. All of these things are blatant LIES!!!!!!!!!
      So yeah i have a problem with the military telling lies to get people to enlist and then after they do they are screwed and nothing that they told happens.
      So you know what? I hate you!

    • 2 years ago
  • diabolical44
  • infoso
  • cwc_agent
    • 0
      cwc_agent  
    • Do they have a real life death simulator too? Or a flesh wound simulator? Or a shoot a man in the head point blank simulator? Or a tortured by enemy combatant simulator?

    • 3 years ago
  • bushiitop
  • ghostbar
  • animalia_libero
  • Ares
  • PotentRodent
  • cwc_agent
  • Ares
    • 0
      Ares  
    • animalia_libero:

      Animalia - I for one am not accusing of caring about life, but if you think these recruiting techniques are outrageous, you need a reality check. I've heard many a recruiter give their routine, using countless visual aids or interacting tools, and when it gets serious, the recruiter stops the fun and games.

      If you go through recruitment, you will be made aware of the dangers of military service.

      Being against war is a futile cause, I'm afraid. Their will always be war and plight, violence is sometimes the only way to solve certain problems, that's just reality. Just be thankful you live in a country where people sacrifice the life of peace that you enjoy.

      Agent - Way to contribute to the conversation. Love it when people voice their opinion instead of just agreeing outright. Real creative.

    • 3 years ago
  • cwc_agent
  • Ares
    • 0
      Ares  
    • animalia_libero:

      Animalia - We are fortunate enough to have an all-volunteer military. Recruiters exist for the sole purpose of educating citizens who are interested in enlisting. OSO's are a whole other story entirely, I assume that is what you meant when you referenced appointments. If you have a college degree you are smart enough to fend for yourself.

      Recruiters simply offer a career choice that is appealing to many high school graduates. A lot of our youth don't want to go to college, or don't have the means to pay for it. The military can help them with that.

      It's true, recruiters use aggressive rhetoric, providing only the positives, but there are plenty of available resources which young people can take advantage of to seek out any possible negatives.

      If you seriously think recruiters should be done away with, then you are proposing a serious decline in military personnel, which would result in a draft. Period.

      Agent - Keep it up, way to make a contribution. Don't you have some homework to do?

    • 3 years ago
  • Ares
    • 0
      Ares  
    • animalia_libero:

      "get paid less than poverty level wages, and have to do other bull shit jobs."

      I'm glad you also have a high opinion of serving police officers, fire fighters, and teachers. Yes, I do think it's OK for them to use aggressive tactics. If these kids won't take advantage of the PLETHORA of information at their fingertips, then they should learn the hard way whether or not their decision was the right one. There is no dishonor in serving in the military, no matter the reason.

    • 3 years ago
  • DeliaTheArtist
  • clownpuncher
  • DeliaTheArtist
  • fun_size
  • petarro
  • pookie666
    • 0
      pookie666  
    • petarro:

      no but you would expect them to recruit people using honest ways rather than implying war is like a video game, because it really isn't. they should be showing real videos of what really goes on in war, then people can make an educated decision rather than just thinking it will be like Call of Duty.

    • 3 years ago
  • NoGodsNoMasters
    • 0
      NoGodsNoMasters  
    • petarro:

      I'm gonna take petarro's side on this. Lets get real, if you are 18 and up and you don't understand the consequences of war then there is no hope for you. In an age where information is at our fingertips you can just google war and see the repercussions. Nations need armys and armys need recruiters and recruiters need to be able to speak the language of their audience.

    • 3 years ago
  • NoGodsNoMasters
  • pookie666
  • Lazybones
    • 0
      Lazybones  
    • Sad part is that most of the kids that they recruit won't realize that war is not like a video game until they actually get over there.

    • 3 years ago
  • clownpuncher
  • KefKef
  • mqz4
  • Jacques_of_Spades
  • bansheewail
more from Tech:

top videos