Video Games as a Form of Recruitment

I came across an article on Yahoo news today outlining a new pilot project where a British spy agencies is attempting to recruit spies from video games. This is being done in a subliminal fashion, using billboards and signs within gameplay instead of explicit advertisements. Games like "Tom Clancy's Splinter Cell: Double Agent" are being used to conduct the advertising in an attempt to attract "computer-savvy, technologically-able, quick-thinking" recruits. The advertisements will not be written into the games, instead they will be fed into the gameplay externally targeting users playing online through their PC or X-Box 360.

I found this article rather interesting as it shows how top government agencies are targeting gamers in their recruiting process. I also find it interesting that they are advertising within the gameplay. This is something that would not have been possible just a few years ago, but the lifelike graphics of modern video games make it possible for even advertising and signage in the background of the game to be detailed enough to advertise.

The article states how the campaign will be monitored over the next month and adjusted accordingly. In my opinion, if the campaign is a success it will open the door to a whole new world of marketing. I have noticed through the years that video games have a certain degree of product placement within them. For example, the RBK logo being clearly visible throughout gameplay and especially in replays in EA Sports'NHL 08. This can be taken to a whole new level though, and targetted marketing such as the article describes may be finding a new niche within video games.