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To educate the public about the military, the United States Army opened its first arcade-style recruiting centre in Philadelphia in August 2008. The 14,500-sq.ft., $13 million facility is called the Army Experience Center. Officials hope to expand the concept to urban zones nationwide.
Twenty-two recruiters staff the arcade. It houses various combat shooting and sports-themed videogames, playable on home game consoles.
Three full-scale simulators that replicate Apache Longbow and Black Hawk helicopters, plus an armed Humvee, are also on site. Unlike home game versions, programmed simulators allow players to experience a humanitarian aid mission free of hostile gunfire. The centere's nearly 200 job brochures are designed to show visitors that the Army involves more than just carrying a gun.
The Experience Center is the Army's second foray into videogame-based marketing. The service created and released Army-themed home videogames- to help recruiting and marketing - years ago. Those games succeeded as both software products and online experiences.
One coin-op company partnered with the Army in 2007. Global VR released a coin-operated videogame version called "America's Army". The game features nonviolent target practice.
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