America's Army Games Cost $33 Million Over 10 Years

Responding to a Freedom Of Information Act request, the US government has revealed the operating costs of the America's Army game series over the past decade. The total bill comes to $32.8 million, with yearly costs varying from $1.3 million to $5.6 million. "While operating America's Army 3 does involve ongoing expenses, paying the game's original development team isn't one of them. Days after the game launched in June, representatives with the Army confirmed that ties were severed with the Emeryville, California-based team behind the project, and future development efforts were being consolidated at the America's Army program office at Redstone Arsenal in Alabama. A decade after its initial foray into the world of gaming, the Army doesn't appear to be withdrawing from the industry anytime soon. In denying other aspects of the FOIA request, the Army stated 'disclosure of this information is likely to cause substantial harm to the Department of the Army's competitive position in the gaming industry.'"

Comments

Less than the cost of a single cruise missile.

[GrpA]

Three games in total on the budget of a startup... That's pretty good.

This would have to be one of the army's most cost-effective projects ever then, wouldn't it?

GrpA

Re:Less than the cost of a single cruise missile.

[Ill_Omen]

From the statistics you posted for the enlisted forces:

73.3 percent have some semester hours toward a college degree
16.2 percent have an associate’s degree or equivalent semester hours
4.7 percent have a bachelor’s degree

I gotta say, reading that makes me think John Kerry might have been right after all. That's an awful lot of college kids that didn't finish college.

Budget Summary

[Registered Coward v2]

People seem to assume that is development costs; but AA's budget, in true Army style, could include a lot more - from printing copies, facility costs, operational costs such as vehicle gas, travel and TDY expenses, etc.

That said, 33 mill is pretty impressive, especially if it is all in costs of the organization.

Re:How about relative to other recruitment methods

[GooberToo]

Bingo.

Lets put this into perspective. How many TV commercials, all across the US, can you pay for with $33.00 million dollars over ten years? Not many. Now consider how many of those commercials are primarily targeting the very people who you want to entice? Not many. Figure $100,000 per 30-seconds of national airtime. That same money spent on national commercials would have only purchased 330, 30-second, national commercials. Or, thirty three commercials per year. In reality, its likely it would be even fewer than that as $100,000 per slot is likely the minimum. Had they wanted placement during something like American Idol finales (ya, likely bad example), the slot price is likely to be 30% to 50% higher; or more. And even then, the number of people who are actually effectively targeted would be very limited. Especially when you consider with a game the same people they are targeted become inundated with the concept of actually joining the military, versus as most, 165 minutes (2.75 hours) of exposure with the concept - assuming those same people see every commercial, which simply isn't likely.

Simply put, this is clearly one of the most cost effective advertising campaigns ever produced by the military, let alone government, and is likely providing a huge bang for the buck! Especially when you consider the same game is then used as a direct recruiting tool at public events - as it allows would be recruiters to directly talk to potential recruits at said events. This in turn significantly improves the bang for the buck ratio.

I don't have a problem with this at all.