Faced with recruitment challenges, the U.S. military has adopted video games and esports to connect with younger audiences. While this strategy takes advantage of gaming’s popularity, it raises ethical concerns about targeting minors and how these portrayals influence perceptions of military service.

Branches such as the Navy, Army, Air Force, and Coast Guard have embraced gaming platforms like Twitch, YouTube, and Discord for outreach. Efforts include forming esports teams, collaborating with gaming influencers, and running targeted advertisements.

The Navy’s esports team, Goats & Glory, features active-duty sailors who participate in tournaments and livestreams. Up to $4.3 million of its 2023 marketing budget was allocated to esports to engage gamers. Similarly, the Army and Air Force operate esports teams, and the Marine Corps partners with influencers to reach young audiences. Campaigns frequently feature popular games like Fortnite and Call of Duty, which appeal to viewers as young as 12.

Critics argue that recruiting efforts on gaming platforms exploit the impressionability of younger audiences, many of whom are under 17. While U.S. law prohibits enlistment under this age, advertising remains unrestricted. Platforms frequented by children often lack the oversight present in school settings, raising concerns about ethical recruitment practices.

The portrayal of military life in gaming is another issue. War-themed games and livestreams often glamorize service, emphasizing technology and action while downplaying the realities of combat. Veterans have pointed out that games do not convey the physical and emotional challenges, such as fear, loss, and prolonged separation from family. Advocacy groups like Gamers For Peace, an advocacy group, including Veterans, oppose the military’s involvement in gaming, advocating for spaces free of recruitment and promoting narratives that challenge the normalization of violence.

Today, military-themed games and simulations are used for both recruitment and training. By 2028, DOD is projected to spend over $26 billion annually on virtual training systems.

The military’s use of gaming for recruitment is not new. In 2002, the Army launched America’s Army, a first-person shooter designed to familiarize players as young as 13 with military concepts. While it was considered successful, many argued it sanitized the realities of war and targeted teenagers before they had the opportunity to explore other career paths. Supporters argue that reaching individuals before they turn 17 is essential, as many will have already decided on college, trade school, or long-term employment by then.

Games like Call of Duty and Fortnite simulate combat scenarios and appeal to gamers’ interest in technology and strategy. Skills such as problem-solving and teamwork align with the military’s needs, making gaming a valuable recruitment tool. However, critics caution that such games desensitize players to violence and romanticize military service, often failing to address the emotional toll and risks of combat.

Social media platforms play a significant role in military outreach, with advertisements designed to resemble gaming content. Tools like the Air Force’s Aircade use augmented reality games to simulate air missions, and recruiters engage directly with gamers. Practices like censoring critical questions and using deceptive messaging, however, have drawn backlash, raising concerns about transparency.

The military’s use of gaming for recruitment normalizes militarism and disproportionately affects young people from disadvantaged backgrounds, for whom service may appear as one of the few viable career options. Critics have called for regulations to limit recruitment on platforms used by minors and to ensure interactions are transparent and ethical.

Advocacy groups stress the need for balanced portrayals of military service, including its challenges and sacrifices. While recruitment remains important, there is a growing push for informed decision-making and fair practices in the intersection of gaming culture and military outreach.