U.S. Army Unveils Branded Peripherals for Video Games

Line between real and fake combat blurs further

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Opening a new front in the battle for recruits and the war of public opinion, the U.S. Army has entered the gaming peripherals business. The Army is supporting popular Call of Duty titles like Modern Warfare 3, among others, with branded, ultra-realistic sniper and assault-rifle controllers and headsets. There's even a backpack so players can lug their consoles through combat zones—or more accurately, through their suburban backyards. The technology, unveiled this week at CES, is powered by CTA Digital, whose CEO Sol Markowitz says, "We're proud and honored that the Army chose to work with us.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in