He followed it up with a link to the Wiki page on U.S. Navy on July 8th, then punched in a simple message: “what’s your favorite u.s. All it took was the provocation of activist and gamer Jordan Uhl, who joined a Twitch stream for the U.S. Maybe they should have predicted it, if they truly knew the degraded depths of Extremely Online® discourse. The stage was set for success - yet even the great minds operating military communications didn’t predict the chaos that would unfold over the summer of 2020. It’s a part of the recruiting process even if it’s not literally recruiting people.” You aren’t literally going to buy a Coke because you just saw it in a movie, but it’s entering the consciousness. It’s the same reason Coke places Coke bottles in movies. “Twitch is just the modern incarnation of the shopping mall, as far as what they mean to a recruiter,” former recruiter and Army ranger Marty Skovlund Jr. It made sense then to let them shoot baddies in Call of Duty and talk earnestly about the joys and challenges of military life on stream. Army, Navy and National Guard already all had servicemembers who moonlit as hardcore gamers. More than ever, it made sense to leverage video games on Twitch, a platform that flexes 143 million viewers, as a thrilling method of persuasion. But it could modernize and tap into a captive audience, offering a path toward financial stability and a chance to travel. No longer could they use high-school visits, tables at the mall and traditional recruitment offices to attract and interview young people and sell them on a life in the service. With the onset of the pandemic in March, an entire nation of restless young people were stranded at home, left cooped-up and understimulated, dreaming of the world that ought to be instead of the one that was.Īmerica’s armed forces took note.
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