Recruitment Campaign for British Army Using Fortnite Map Taken Offline
A recent marketing campaign by the British Army that aimed to promote recruitment using a custom-made Fortnite map has been removed from online platforms. The campaign, which received backlash, was set to feature a new Fortnite experience and be endorsed by influential individuals. However, social media posts and a trailer for the campaign have now been taken down.
Controversy Surrounding the Use of Fortnite in Recruitment
The British Army faced criticism for using Fortnite, a popular game among younger players, for recruitment purposes. A now-deleted social media post from the official @ArmyJobs account stated, “Check it out, @Elzthewitch and @yungfilly1 battle to Be The Best on our new Fortnite experience Operation: Belong.” The accompanying trailer showcased Fortnite characters engaging in action-packed gameplay and military training.
Disappearance of Social Media Posts and Livestream Plans
The British Army had planned to host a livestream on Twitch to showcase the Fortnite map, with YouTuber and musician Yung Filly and presenter Elz The Witch. However, it is unclear if the livestream will still take place, as posts promoting the event on the influencers’ social media channels have also been deleted.
Mixed Reactions and Epic Games’ Response
The initial campaign received mixed reactions, with concerns raised about promoting military enrollment to young players. Although the campaign trailer stated that it was not sponsored or endorsed by Epic Games, the Fortnite Island Creator Rules prohibit the promotion of military enrollment. Eurogamer reached out to Epic Games for comment, and the company stated that the promotion was undergoing moderation and must adhere to their content guidelines and creator rules.
Broader Context: America’s Army and Recruitment Controversies
This recent campaign by the British Army brings to mind the controversy surrounding America’s Army, a government-backed shooter game that was used as a recruitment tool. After years of headlines, America’s Army shut down in 2022. The use of video games for recruitment purposes continues to be a topic of debate.
Conclusion: Reflections on the British Army’s Fortnite Recruitment Campaign
The British Army’s recruitment campaign utilizing a Fortnite map has sparked controversy and has now been taken offline. While the campaign aimed to attract potential recruits through a popular game, concerns were raised about targeting younger players and the conflict with Epic Games’ rules. This incident highlights the ongoing discussion around using video games as a means of recruitment. As gamers, it is important for us to critically analyze such campaigns and consider their impact on the gaming community and the broader society.
What are your thoughts on the British Army’s recruitment campaign in Fortnite? Do you believe video games should be used for recruitment purposes? Share your opinions and join the conversation!