In the early 2000s, the US Army faced a big challenge. It needed to provide more information to prospective soldiers and reduce the number of recruits who leave during the nine weeks of basic training. In the terms that a corporate recruiter would understand, it needed to attract and select the “best-fit” candidates.
The Army found its answer in gamification. In 2002 it launched a promotional-cum-recruiting tool where candidates can download a free game called “America’s Army” (see screenshot above) and test their skills in a multiplayer first-person shooter environment to see if they’re soldier material.