In recent revelations, terrible secrets have surfaced consisting of interlinks between gun manufacturers and video games that targeted younger individuals. Specifically speaking, the audiences of Activision's classic action game, Call of Duty: Modern Warfare 2, was a prime target. These insights were cast into light by the long gone Remington Arms, a former major player in the gun industry. For years, speculation made rounds about gun manufacturers using video games to garner potential young customers' attention. This speculation was confirmed by a series of emails and memos belonging to Remington Arms, now unguarded from public scrutiny due to legal reasons.
Among other legal disputes, the most notable is one rooted in the devastating 2012 Sandy Hook Elementary School massacre. The horrifying event saw 26 individuals losing their lives to a 20-year-old, Adam Lanza who wielded a Remington-made AR15 rifle. The documents accentuate Remington and Freedom Group's efforts to secure deals with videogame publishers, aiming to reach prospective firearm consumers, particularly in the late 2000s and early 2010s.
One of the memos even underscored gaming as the primary channel for young potential buyers to familiarize themselves with firearms and ammunition. This was due to the increasing urbanization which led to an evident decline in shooting and hunting areas. The Freedom Group executives believed that showcasing their products in video games would build brand preference and allow them to 'win the young consumers'.
One of the disclosed documents revealed that in 2009, Remington made a confidential deal with Activision Blizzard to display one of their products, the Adaptive Combat Rifle (ACR) in the Modern Warfare 2. Their aim was to market several military semi-automatics to civilians. However, the deal received a mixed response from the internal team at Remington.
Fascinatingly, even amidst the controversial associations, Remington had restricted the display of its weapons in certain gaming scenarios. Yet, the inclusion of digital replicas of firearms was permissible. The company went ahead with the policy that a lack of direct branding acted as a protection from implications of direct endorsement.
Despite the blockbuster popularity of the ACR in Modern Warfare 2, real-world sales of the ACR remained steadily low. Consequently, the rifle was discontinued after persistently low sales volumes. The success of Remington's gun in the game did little to influence the physical market, which led to its ultimate discontinuation.
The US gun industry has frequently attempted to attribute real-world gun violence to video games, often to swerve away from calls for firearm regulation. However, Remington's revelation propels further questions about the gun industry's role in shaping and promoting certain understandings of violence within the younger demographic. It also brings into focus the extensive influence companies can have on impressionable audiences when allowed to market their products unfiltered. And as this episode unfolds, will we see other profound revelations concerning the clandestine ties between the gun industry and video games? Only time will tell.
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