1. Can we use Games for Recruiting?A Case Study of Games used by the US Army@DavidALee

2. The thoughts expressed in thispresentation do not necessarily reflect theviews and opinions of any of myemployers, past or present.2 3. 3AgendaGame StatisticsLets Play a GameCase Study: Army GamesWhat can we learn?QuestionsItem 1Four Defining Principles of a GameItem 2Item 3Item 4Item 5Item 6 4. 4 5. Digital Game Statistics Consumers spent $24.75 billion on video games, hardware andaccessories in 2011. Purchases of digital content accounted for 31% of game salesin 2011, generating $7.3 billion in revenue. The average U.S. household owns at least one dedicated gameconsole, PC or smartphone. The average game player is 30 years old and has been playinggames for 12 years. The average age of the most frequent gamepurchaser is 35 years old. 47% of all game players are women. 33% of gamers play on their smartphones.Entertainment Software Association5 6. Digital Game Statistics61% of CEOs, CFOs, and other senior executives reporttaking game breaks at work.Cyberpsychology, Behavior and Social Networking - 20096 7. 7 8. Lets play a game!8 9. MoviesFoodFun FactsHistoryBuildings$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100 10. $500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100Buildings for $100Brooklyn ChildrensMuseumMoviesFoodFun FactsHistoryBuildings 11. $500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100What is the worlds firstchildrens museum?MoviesFoodFun FactsHistoryBuildings 12. MoviesFoodFun FactsHistoryBuildings$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200 13. $500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100Food for $100Gennaro LombardiMoviesFoodFun FactsHistoryBuildings 14. $500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100Who opened the first USpizzeria in NYC in 1895?MoviesFoodFun FactsHistoryBuildings 15. MoviesFoodFun FactsHistoryBuildings$500$400$300$200$100$500$400$300$200$500$400$300$200$100$500$400$300$200$100$500$400$300$200 16. $500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100Fun Facts for $100The Grey LadyMoviesFoodFun FactsHistoryBuildings 17. $500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100What is the NY Times?MoviesFoodFun FactsHistoryBuildings 18. 18What is a game?Lets think outside the box! 19. 19Four Defining Principles of GamesHere is why we keep playing Goals specific outcome players try to achieve.They should provide the player with a sense ofpurpose Rules place limitations on how to achieve thegoals in order to foster strategic thinking Feedback System lets players know how theyare performing related to the goals and rules Voluntary Participation players agree to goals,rules and feedback systemIts not always about competition or winning!Source: Reality is Broken by Jane McGonical 20. 20What are our goals?Our goals are different than player goals but they solve a problem for the candidate! Awareness Candidate Assessment Drive Traffic Education Experience Lead Generation 21. 21Army Gaming ChampionshipGotFrag.com Sponsorship July 2007 $200,000 in prizes Purpose: Lead Generation Lesson Learned: The prize shouldattract the right audience 22. 22GoArmy.comCreation of a games page Begun 2007 Games created by our own team Purpose: Test to increaseawareness and experience theArmy 23. 23Yahoo Instant MessangerVersion 2 January - June 2008 Earlier version generated 657,757referrals at a $.19 CPC and was #1Yahoo download Purpose: Awareness, Drive Traffic Results: More than 4.9 million unique users 1.5 MM views on Soldier careeropportunities 172,000 click-thrus to goarmy.com 158,000 Army Strong videos watched 97,000 wallpapers downloaded 24. 24Halo 3 Sponsorship2008http://www.youtube.com/watch?v=NJy0r5K_CoE 25. 25Americas ArmyIntegrated into marketing program in 2008 Purpose: Awareness andExperience Results: Exact metrics unknown 26. 26Best Ranger CompetitionMobile App Game - 2010 Game was created and tied intosimilar content on GoArmy.com 27. 27Best Ranger CompetitionMobile App Game - 2010 Game was created and tied into asimilar content on GoArmy.com My thoughts: The experiencedoesnt represent the ArmyTasks Conditions - Standards 28. 28What can we learn from this? Games dont have to be complicated Set goals that support your recruitingprogram The only limitation is our imagination 29. 29There is more than just building the game!Make your game an event! This is not the Field of Dreams. What is your promotion strategy? What do you want candidates to do after theyplay the game? 30. 30Strength in Action Zone2008http://www.youtube.com/watch?v=oYec-_PNuFA 31. MoviesFoodFun FactsHistoryBuildings$500$400$300$200$100$500$400$300$200$500$400$300$200$500$400$300$200$100$500$400$300$200 32. $500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100Fun Facts for $200MoviesFoodFun FactsHistoryBuildings 33. $500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100$500$400$300$200$100What city gets less total rainthan NYC per year?PS Its high 70s/low 80s with norain all this week!MoviesFoodFun FactsHistoryBuildings 34. The truth is this: in todays society, computer andvideo games are fulfilling genuine human needs thatthe real world is currently unable to satisfy. Gamesare providing rewards that reality is not. They areteaching and inspiring and engaging us in ways thatreality is not. They are bringing us together in waysthat reality is not.Source: Reality is Broken by Jane McGonical34 35. David A. Leehttp://LinkedIn.com/ColDavidLee35Questions?ThoughtsOverCoffeeDavidALee.com 36. 36Army Experience CenterA test center in Philadelphia Opened 2008/Closed 2010 Purpose: Create a recruiting centerwith a virtual reality experience Lesson Learned: This centeractually offered less of the realityof serving in the Army. Programwas not scalable.