Why Germany's military is betting on gamers

Germany’s military is increasingly turning to video gamers as a potential pool of recruits, leveraging the popularity of the annual Gamescom trade fair in Cologne to attract younger audiences. The event, running from August 26 to 30, is the world’s largest video game convention, drawing millions of attendees each year. Last year, two-thirds of non-industry visitors were men, with more than 40 percent aged between 16 and 25, precisely the demographic the Bundeswehr, Germany’s armed forces, is targeting as it seeks to boost its personnel numbers. The Bundeswehr has participated in Gamescom since 2016, establishing a permanent presence at the event. This year, its booth features a new olive-green Caracal off-road vehicle, a highlight for visitors. Alongside it are laptops used by the Bundeswehr’s Center for Cyber Operations, which handles tasks such as cyber defense. Visitors are given the chance to attempt hacking under supervision, offering a hands-on introduction to the technological aspects of military work. Another attraction includes virtual reality experiences that simulate the daily lives of soldiers aboard naval vessels. Pilots, aircraft mechanics, and air traffic controllers demonstrate their roles through immersive 3D environments. At another station, physically fit mountain infantry soldiers invite visitors to test their strength using a pull-up bar. New to this year’s setup is a “career lounge,” where prospective candidates can engage in “career counseling sessions” with military representatives. These sessions aim to provide insight into the diverse career opportunities available within the Bundeswehr, while maintaining a welcoming and informative tone. Lt. Gen. Robert Sieger, president of the Federal Office for Bundeswehr Personnel Management, emphasized the importance of attracting individuals who are technologically adept. He noted that while video games might develop skills such as reaction speed and problem-solving, they do not equate to being a competent soldier. Sieger stressed the need for clarity about the serious nature of military service, cautioning against perceptions that warfare is akin to playing a video game. For him, the primary goal of the Bundeswehr’s participation at Gamescom is to educate the public about the role of the military in national security and the variety of careers it offers, both in uniform and in civilian capacities. The Bundeswehr is not alone in seeking talent at Gamescom. Other employers, including the German federal police, retail giant Edeka, and software firm DATEV, also have a presence in the event’s job area. Despite this, the Bundeswehr’s involvement has drawn criticism. The German Peace Society, United War Resisters has raised concerns about the military’s approach, particularly its use of gaming-related terminology and slogans aimed at appealing to gamers. Activists argue that such strategies risk trivializing the gravity of military service and potentially misleading young people about the realities of war. Marius Pletsch, a peace activist, pointed out that the Bundeswehr’s choice of language, such as “Level Up for Your Career,” appears to blur the lines between entertainment and real-world conflict. Critics suggest that these tactics may distort the image of the military, making it seem more aligned with the culture of gaming than with the solemn duties of national defense. They question whether such marketing efforts genuinely reflect the values and responsibilities associated with military service. Despite the controversy, the Bundeswehr continues to invest heavily in recruitment campaigns. Recent reports indicate that the military has allocated 70.5 million euros to attract new recruits, highlighting the urgency of expanding its ranks. With a target of reaching 260,000 active-duty soldiers by 2035, the Bundeswehr faces the challenge of not only increasing its numbers but also ensuring that new members are well-prepared for the demands of modern warfare. This effort includes modernizing equipment, enhancing training programs, and improving the overall appeal of military service to a generation increasingly influenced by digital culture.