The United States Navy Recruiting Command has launched an integrated esports campaign that includes partnerships with Twitch, ESL, and DBLTAP. The Navy is hoping that this partnership will provide the naval warfare service branch with opportunities to engage with the gaming community.
Part of these brand activations will see the Navy partnering with the North American esports organization Evil Geniuses to select sailors for tryouts and then pick the best to field a Counter-Strike: Global Offensive team.
Additionally, Twitch will develop a six-episode miniseries that unveils how sailors rely on the same strategic thinking, sensory perception, and decision-making skills that Evil Geniuses use when competing in events and training. In 2020 at TwitchCon, the Navy also will have an activation space where its new CS:GO team will make its first official appearance alongside members of Evil Geniuses.
The partnership with ESL saw the Navy become the first-ever presenting sponsor at the BYOC (Bring Your Own Computer) activation space at DreamHack – Anaheim this past weekend and will do the same at DreamHack – Dallas, which takes place May 22-24. These onsite activations will also be filmed and showcased on DreamHack esports broadcasts and ESL channels.