Endless Thread

For decades, the U.S. Army has been on edge about recruitment, hitting its goals for a few years, only to miss them again. As part of their strategy to combat recruiting concerns, the Army has turned its focus online: to the world of gaming and competitive eSports. With nearly 80% of Americans between the ages of 13 and 28 playing video games weekly, the Army has identified this community as a vital demographic for potential recruits. The core goal of this outreach is to use gaming as an entry point, which is nothing new — the precedent was set decades ago. With the end of the draft in 1973, the U.S. Army found itself faced with new recruitment challenges. Campaigns like the “Be All You Can Be” ads of the 80s were popular and led to short-term bumps in recruitment, but they didn’t last. The Army failed to meet its recruitment goals in 1998. It failed again in 1999. In response, a U.S. Army lieutenant colonel spearheaded the development of America's Army, a free-to-play first-person shooter launched in 2002.