Connecting with America: The Army Game Project

Army, Jun 2002 by Chambers, Christopher, Sherlock, Thomas Dean, Kucik, Paul III

The career component role-playing game differs significantly from the adventure component and also from other role-playing games on the market. It is an "edu-tainment" game that allows the player to discover and understand Army life. Players guide their character through a simulated enlisted career with a full array of life experiences. These experiences are determined by the selection of character traits derived from Army core values and goals and from values common to Gen Y recruits. An infinite number of dramatized story paths unfold, based on a unique realtime assembly of the story line by the patented story engine.

Each new life, education or job experience has the potential to add new capabilities to the player's character. As a result, players will virtually experience the connection between their life-course decisions and later lifestyles, outcomes and achievements. Typical game sessions last up to three hours and contain detailed information about life in the Army, on and off duty.

The Army Game seeks to reconnect with America and counter misperceptions about the Army held by Gen Y. To help turn the tide, the Army targeted its new "Army of One" campaign to directly communicate with important subgroups within Gen Y and so does the Army Game Project.

Fortunately, the demographics of the average gameplaying member of Gen Y also generally correspond to those of the Army's prime recruiting targets. For example:

* Sex: 95 percent male (action games), 85 percent male (role playing games).

* Education: 100 percent computer literate; high percentage of high school graduates.

* Income: generally moderate to upper-middle income. (Sixty percent of all Americans, or about 145 million people, play computer games.)

Through the efforts of the Army Game Project, the Army expects to reach millions of Americans on their own turf and directly communicate its own story. In addition, those who influence youth, who also play these games and monitor the activities of their children, will receive the positive and accurate messaging of "America's Army."

By dramatically involving today's youth in the exciting and challenging virtual life of a soldier, "America's Army" will send a clear message to the people of the United States that their Army is an elite, innovative and high-tech organization.

By Mal. Christopher Chambers Thomas Dean Sherlock and Maj. Paul Kucik III

MAJ. CHRISTOPHER CHAMBERS is the deputy director for the Army Game Project in the Office of Economic and Manpower Analysis at West Point. He is a graduate of the U.S. Military Academy and the Wharton School of Business at the University of Pennsylvania. THOMAS DEAN SHERLOCK teaches political science at the U.S. Military Academy. He received an M.Phil. and Ph.D. in political science from Columbia University. MAJ. PAUL KUCIK III is an economic analyst in the Office of Economic and Manpower Analysis at West Point. He is a graduate of the U.S. Military Academy and the Sloan School of Management at the Massachusetts Institute of Technology.