FÖR KUNG OCH FOSTERLAN

The Swedish Armed Forces defend Sweden’s freedom. Due to the security situation, they are in a phase of growth. To secure future recruitment, young adults (16–24) are a prioritized target group. So they want to reach the gaming community—an arena where youth are highly engaged—to build long-term relationships in a natural, relevant way and shift attitudes toward conscription.

Sweden is an esports and gaming powerhouse, but young people do not see how their digital skills fit into the military. An "analog wall" prevents gamers from identifying with the Swedish Armed Forces, meaning they rarely consider conscription as a personal opportunity. Teamwork is at the core of gaming, but when a team member is missing, everything grinds to a halt. The frustration of having to abandon a match, play with an unknown substitute, or worst of all—play a man down, is one of the biggest annoyances in a gamer's everyday life. The Swedish Armed Forces are experts in readiness, mobilizing the population, and putting the right skills in the right place.

We launched “FÖR KUNG OCH FOSTERLAN”. First, we created The 1337-Styrkan —the world's first army of gamers, ready to jump into online matches to defend compatriots fighting at a numerical disadvantage. Players were recruited via a campaign-website where their in-game skills were tested by logging into their own gaming accounts. The site also featured information about conscription and career opportunities within the military. To reach games in need, we used Discord (gamers' leading platform). Players specified their game and missing role, and we dispatched the right "soldier" as reinforcement. In the channel, players could also chat with active military personnel who also game. The campaign launched on relevant social media channels and at gaming events like Dreamhack. Our campaign transforms the Swedish Armed Forces into an active teammate in gamers' lives. By solving a real problem, we demystify conscription, validate unique digital skills, and build long-term trust and community.