Channel M, Navy See Gamers as Sailors

LOS ANGELES The U.S. Navy Recruiting Command has partnered with independent Channel M to introduce an action-packed, Navy-themed video game—and subtly pinpoint potential new sailors, the agency said.

Channel M, the Los Angeles marketing and advertising firm that pairs clients with similarly targeted products and venues, is transforming the lobby of Universal CityWalk’s Loews Cineplex into a Navy-branded arcade. Along with free snacks, drinks and prizes—including gift cards from video-game retailer EB Games and a high-speed gaming PC from Alienware Computers—players can try their trigger fingers at Navy Training Exercise: Strike and Retrieve in 15-20 minute shifts.