"That message through a 30 second spot, is going to last about 30 seconds. This is the same type of message, information about the Army, but it's putting the media in that target age group between the ages of 13 and 34 years old, are going to play and enjoy and immerse themselves in for a lot longer than 30 seconds." They're actually playing games for longer than they're watching TV these days in that demographic.. "They sure are." Any way to measure the success of this? "One of the things we don't do is tie success of the game into recruiting, the intent of the game is more of an information tool, not a recruiting tool." Players compete against real soldiers…..who are encouraged to participate. Major Wilson says the effort has cost the Army less than one percent of its marketing budget. Bloomberg Boot Camp, I'm Fred Fishkin.