US Army Planned To Pay Streamers Millions To Reach Gen-Z Through Call of Duty
Friday December 2, 2022. 07:42 PM , from Slashdot
The U.S. Army allocated millions of dollars to sponsor a wide range of esports tournaments, individual high profile Call of Duty streamers, and Twitch events in the last year to specifically grow its audience with Gen-Z viewers, and especially women and Black and Hispanic people, according to internal Army documents obtained by Motherboard. From the report: In many cases the sponsorships ultimately did not happen -- the Army ordered a stop of all spending with Call of Duty's publisher Activision after the company faced a wave of sexual harrassment complaints. But the documents provide much greater insight into the Army's goals and intentions behind its planned integrations with Call of Duty and other massive entertainment franchises.
'Audience: Gen-Z Prospects (A18-24),' one section of the documents read. 'Focus on the growth of females, Black & Hispanics.' Motherboard obtained the documents through the Freedom of Information Act (FOIA). A table included in the documents lists the funds the Army planned to spend on various platforms, events, and streamers. At the top, is Twitch and its HBCU [Historically Black Colleges and Universities] Showdown. Previous seasons of this esports league had players compete in Madden and NBA games. The Army planned to spend $1 million on sponsoring the event. The documents show that the U.S. military considered gaming and, in particular, Call of Duty, as a potentially useful branding and recruiting tool.
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