See related story: How to Promote a Game With Flare
The Army launched the original America's Army at E3 in July 2002. Two years later, the game has 3.4 million registered users.Xeni Jardin
In Hollywood terms, the effect of the America's Army: Overmatch publicity stunt at E3 was like Black Hawk Down directed by Fellini. Unsuspecting local workers clutched lunches and scurried off for cover.Xeni Jardin
"We wanted to draw attention to the Army's presence at E3 and put the spotlight on soldiers that execute these missions every day," said Christopher Chambers, a retired military man who now works with the Army's game project.Xeni Jardin
To promote America's Army: Overmatch, a free game created by the Army as a recruitment tool, a group of Army Special Forces personnel staged an urban tactical assault exercise outside the Los Angeles Convention Center, where the E3 gaming expo was taking place.Xeni Jardin
The America's Army: Overmatch invasion may have been a staged promotional event but, judging from the panicked expressions on pedestrians' faces, some thought it was the real thing.Xeni Jardin
An E3 attendee gets his hands on an original Donkey Kong arcade game, one of the top-selling arcade titles of all time. The arcade games are set to free play, so no quarters are required.Chris Kohler
