Sujoy Roy, the UK’s first pro gamer, has commented on the British Army’s new recruitment campaign targeting young people including gamers.
Ad agency Karmarama produced videos and outdoor ads which mention ‘snow flakes’, ‘me me me millennials’, ‘phone zombies’, ‘selfie addicts’, ‘binge gamers’ and more.
While some have criticised the campaign for using demeaning terms, others have welcomed its attempt to reach Generation Z youngsters.
Sujoy Roy, who previously played Quake professionally and is now director of esports for betting platform Luckbox, believes many avid gamers would make great potential military recruits.
“Gamers demonstrate an amazing range of skills, everything from strategy to decision-making. Young people like that are exactly who the Army should be trying to attract.”
He said: “Gamers demonstrate an amazing range of skills, everything from strategy to decision-making to working out the best thing to do. Young people like that are exactly who the Army should be trying to attract.
“Playing different genres of games help develop a wider variety of life skills. Real time strategy games rely heavily on efficient resource management alongside planning long-term strategy to win. In a fast-paced action game, you have to make crucial decision in an instant to outwit your opponent. Team-based MOBAs favour the team that coordinates their efforts best, requiring clear communication and leadership.
“Importantly, gaming is highly inclusive – anyone can take part and that is such a valuable thing in today’s word. Fundamentally, an understanding of and appreciation for gaming will open doors in your career.”
The ads targeting gamers in particular tell potential recruits ‘your army needs you and your drive’, and ‘your army needs you and your stamina’.
On the Army describing some youngsters as ‘binge gamers’ and ‘snow flakes’ and the like, Sujoy says there are still common misconceptions around gamers.
He added: “There is still some stigma attached to gaming, but fortunately that is changing as generations move on. People now realise that gaming isn’t about nerds being shut in darkened rooms – gaming is skilful, challenging and highly sociable.
“Many people – myself included – form friendships and bonds through gaming that last a lifetime and exist away from gaming. Gaming has grown to become a dominant form of entertainment and that has brought with it career opportunities. The company I now work for, Luckbox, for example, exists thanks to gaming.”
The British Army’s 30-second ad targeting gamers is as follows:
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Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
