The necessity for more events akin to Evo has been a recent assertion of mine, a sentiment I firmly stand by. The competitive fighting game landscape excels with multi-game gatherings, fostering community unity in a manner mainstream esports genres have not yet mastered. LVL UP EXPO concluded its run recently, an additional gathering that prominently showcased the fighting game community (FGC), and many positive aspects emerged from it.
However, a particular detail dampened the enthusiasm within the esports collective: the event’s backing came from the U.S. Army.
This controversy is, in fact, far from novel. For an extended period, participants in gaming have contended against the U.S. Army’s involvement as a sponsor for esports gatherings, teams, and entities. When Cloud9 received sponsorship from the U.S. Air Force in 2020, an organization that simultaneously supported ELEAGUE competitions, significant disapproval arose from the esports sector. Nevertheless, this pattern persisted: The KC Pioneers established a multi-year partnership with the Army National Guard, and Complexity also secured sponsorship from the U.S. Army.
The display of military-themed promotions during broadcasts, the presence of military personnel at dedicated event stations, and the prominent placement of army insignias and terminology on esports apparel were perceived as highly exploitative by the esports populace. Yet, this practice continues for a specific reason. It is apparent that various military divisions identify esports as a fertile territory for enlisting young males. The target demographic of esports is ideal for this purpose.
In 2020, the website “We are the Mighty,” which supports military endeavors, published an article commending the U.S. Air Force’s engagement with esports as “tremendous”: “This indicates that the United States Air Force has acknowledged the potential for recruitment by gaining visibility in a novel, developing platform.
Such involvement lends credibility to the realm of eSports. It signifies that a division of the United States Armed Forces perceives an opportunity to draw prospective enlistees from the audience observing eSports competitions. Joking about the Air Force notwithstanding, younger adults with an inclination towards intellectual pursuits largely represent the Air Force’s desired demographic — and they have been exploring numerous approaches to fulfill their recruitment quotas.
Given the Air Force’s intensive focus on cyber-related professions, this alliance is entirely logical.”
I will refrain from remarking on the term “eSport” utilized here. Nevertheless, the underlying message is clear: the U.S. Army seeks to attract young, easily influenced males who might perceive military service as an exciting chance to apply their dexterity in a tangible setting.
My stance is not one of support or opposition towards the military institution itself. This discourse does not delve into my personal approval or disapproval of the U.S. military’s ongoing activities. Rather, my assertion is that military entities should be prohibited from sponsoring esports groups or events, irrespective of my views on our armed forces’ engagements.
Generally, I disapprove of efforts to target susceptible demographics, which forms the basis of my objection to sponsors like cryptocurrency, gambling, and others that could prompt significant, life-altering choices from impulsive adolescent males. However, this aligns with the military’s established approach: focusing on less affluent, younger populations seeking escape, who are drawn by the prospect of meaning, financial stability, or potentially acquiring citizenship.
Kate Connell from Truth in Recruitment informed Teen Vogue that the U.S. Army frequently transports outdated military gear and virtual reality simulations to educational institutions as components of its enlistment campaigns. She elaborated: “Pupils engage in an activity that pertains to the military, that idealizes the military, that transforms it into a form of play.”
Esports Community’s Response to U.S. Army Endorsement
To clarify, the U.S. Army does not hold ownership of LVL UP EXPO; it merely serves as a sponsor. Nevertheless, numerous individuals perceive that accepting funds from the military in return for its promotion during broadcasts is equivalent to participating in an esports gathering financed by Saudi Arabian entities.
Considering the widespread condemnation within esports regarding Saudi Arabia’s increasing involvement, there’s a desire for individuals to exhibit similar fervor towards events supported by the U.S. Army.
Conversely, some believe that expressing concern over the U.S. Army’s participation in LVL UP EXPO constitutes “performative activism.” Many are lenient towards LVL UP EXPO, presuming its financial necessity. Yet, this is probably the rationale behind Evo’s acquisition by a Saudi Arabian corporation. Similarly, numerous esports organizations are vying in the Esports World Cup and Esports Nations Cup because the funding entities behind these competitions provide substantial remuneration to all participating teams.
Ultimately, everything revolves around finances, given the financial scarcity within esports. But is alienating your supporters for profit truly the sole solution? My purpose here is not to suggest alternative revenue streams, as I am not involved in the strategic planning for such gatherings. Nevertheless, I am present to express my viewpoint, even if it holds no significance for certain individuals: the U.S. Army and other military-affiliated organizations ought to be excluded from esports.
Endorsements are fundamentally designed to sway audiences. Yet, persuading an adolescent male to subscribe to Netflix is far less insidious and consequential than persuading him to enlist in the U.S. Army.
This article discusses LVL UP EXPO, the most recent esports body to receive sponsorship from the U.S. Army, and I remain astonished that this practice continues.
