With the rising trend in esports and Twitch events, these platforms have become the most effective medium for advertising. This is similar to how the US Army plans to reach out to Generation Z. According to Motherboard, the US Army wants to reach Gen Z, women, Black, and Hispanic people through Twitch, Paramount+, and the WWE. This strategy represents a significant investment in these platforms and their potential to reach new audiences.
However, this is not the first time that the US Army has sponsored esports. Previously, they sponsored Call of Duty, but later stopped due to sexual harassment complaints. A recent report reveals that the US Army spent millions of dollars on streaming services, primarily targeting Gen Z audiences. Let’s take a closer look at this development.
Army likely to spend millions of dollars on streamers to cater to Gen-Z
As mentioned above, Gen Z is a critical target group for the US Army. In addition to Gen Z, the Army is also targeting women, Black, and Hispanic individuals. To reach these groups, the Army believes that popular streamers and competitive gaming, such as Call of Duty, are the right way to connect with them. This strategy represents a significant investment in these platforms and their potential to reach new audiences.
According to the documents, the US Army plans to spend money on popular streamers and streaming platforms like Twitch. In addition, they have decided to sponsor Call of Duty. The Army proposed using Twitch influencers to create original content videos showcasing the diverse range of skillsets offered by the Army. This strategy is intended to reach younger audiences and highlight the opportunities available in the military.
Moreover, the Army also wanted to host tournaments that featured soldiers and top names in gaming. In addition to this, another goal of the campaign is to increase the Army’s “favorability” in viewer surveys. The Army proposed spending around $1 million on these initiatives. For a complete overview, please refer to the following table.
| Sponsored body | Spending |
|---|---|
| Twitch x HBCU Showdown | $1,000,000 |
| WWE | $675,000 |
| OpTic Chicago | $300,000 |
| Call of Duty League/Paramount+ HALO | $750,000 |
| LoopMe | $200,000 |
| ABM CoD Mobile | $200,000 |
| Stonemountain64 | $150,000 |
| IGN | $600,000 |
| G4 | $500,000 |
| OpTic Texas | $300,000 |
It is possible that the US Army will make further spending decisions in the future. As an internal document, there is no transparency regarding these decisions. However, we can say that the US Army is spending to encourage partners to showcase the diverse range of skillsets offered by the Army, and to familiarize their fans with Army values. Be sure to stay tuned for more updates as the US Army continues to invest in these initiatives.
Frequently Asked Questions
A1. No, the Call of Duty Endowment is funded by donations from Activision Blizzard, gamers, corporate partners, and individual donors.
A2. Yes, military members have been known to play games such as Call of Duty, Valorant, and Halo.
A3. No, Call of Duty is not sponsored by the Army or by any government entity.
A4. The Call of Duty Endowment is a 501(c)(3) nonprofit organization co-founded by Activision Blizzard’s CEO, Bobby Kotick, and supported by the company and its employees.
