In a surprising turn of events, the British Army’s foray into the gaming world has hit a roadblock, as its custom Fortnite map, “Operation: Belong,” appears to have been removed from the game. The marketing campaign, aimed at recruiting younger players, faced strong backlash and criticism, leading to the immediate removal of social media posts and promotional trailers.
The campaign, launched on January 17, 2024, utilized a bespoke Fortnite map and enlisted popular YouTubers and influencers, including Yung Filly and Talia Mar, for a live-streaming event titled “Operation: Belong.” However, concerns were raised over the appropriateness of targeting children for military recruitment within a gaming space predominantly inhabited by a younger audience.
The perceived attempt sparked immediate criticism on social media, raising concerns about potential violations of platform guidelines and ethical considerations surrounding the impact on young minds. Epic Games, the developer behind Fortnite, responded to the situation, clarifying that the custom map was still undergoing moderation and had not been accessible to players.
The British Army’s strategy involved partnering with Filly and Mar, who were set to play Fortnite live on Twitch as part of the campaign on January 24. However, the event was cancelled following backlash. “Having taken all feedback into consideration, and in consultation with our talent partners, we regret to announce that the Fortnite livestream series will no longer be going ahead,” reads a statement from the Ministry of Defence’s press office, shared with TheGamer.
The Army said that it has “taken all feedback into consideration”, and that the map it created in Fortnite Creative was “never intended for wider use”, as some feared it would be used as a recruitment tool. “The campaign was not intended for children. The social media posts were designed solely to promote awareness of the livestreams and the map was built for influencers to play and to stream live to their audiences.”
For now, the virtual battleground in Fortnite will no longer serve as a recruitment stage for the British Army, leaving the gaming community to reflect on the intersection of gaming and real-world pursuits.
Words by Khushboo Malhotra
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