“The marketing of imitation adult products to children in the hope they will blossom into customers of the genuine article is widespread”
“The video game presents further opportunities for manufacturers to target young people”
“Toyota and Nissan work with racing game developers to show off their vehicles as pristinely desirable. Nike and Adidas position their logo on virtual boots. Gibson licenses plastic versions of its guitars in the hope players will progress from the coloured buttons of the peripheral to the nickel-wound strings of a Les Paul”
“And Barrett, creator of the M82, a shoulder-fired, .50-caliber semi-automatic sniper rifle, hopes that the appearance of its weapon in a video game will, in time, turn young players into gun owners”
"”It is hard to qualify to what extent rifle sales have increased as a result of being in games,” says Ralph Vaughn, the man who negotiates deals with game developers for Barrett. “But video games expose our brand to a young audience who are considered possible future owners.””
“how do real life weapons make their way into video games?”
“A well-placed round fired from a Barrett M82 will bring a truck to a shuddering, roadkill standstill. A deer too - after all, this sniper rifle was originally designed for hunting. In fact, its bullets are propelled with enough force to kill a deer standing behind a concrete wall 2000 metres away”
“before its release in 1982 nobody had heard of the gun, or of its inventor, professional photographer Ronnie Barrett. “Nothing like this weapon existed at the time,” says Barrett”
“Eventually a toolmaker friend relented and the pair built the first rifle in a garage. “It was to be a toy for my recreational shooting pleasure, not a commercial product,” Barrett says today”
“this toy fired the powerful 12.7×99mm NATO (.50 BMG) ammunition used in M2 Browning machine guns. The M82 holds the record for the longest confirmed sniper kill, at 2815 metres. This deadly exuberance drew the attention of locals in Barrett’s hometown of Smyrna, Tennessee. He set up shop in the garage, hand-building 30 rifles - one for each slot in his father’s gun cabinet. The M82 sold out immediately.”
“The business grew and a few years later, the CIA registered its interest. The plan was to send a small number of rifles to the Afghan Mujahideen for use in its war against the Soviet Union. This commercial success boosted the weapon’s profile and in 1991, Barrett was approached by the US military. Embroiled in the Desert Storm campaign, the army wanted to buy a shipment of guns for troops to use in the field.”
“The rifle was officially adopted by the military nine years later where it became known by its non-commercial model delineation, M107”
“This wasn’t the rifle’s only commercial triumph; in 2006, after winning fame and notoriety on the battlefield, Barrett’s firearm was to join a new type of force. “Yes, we’ve worked with companies to send our sniper rifles into video games,” says Vaughn. “Which ones? Our licence agreement prohibits us from mentioning a company by name.” However, he says, “You are welcome to check out the Call of Duty series.””
“The gun’s persistence and centrality in the video game is down to more practical considerations. It is one of few inventions that, when rendered in a game, can affect objects both near and far with the squeeze of a trigger”
“GoldenEye. Released in 1997 for the Nintendo 64, it was one of the first console games to feature 3D firearms”
“at a late stage in development Ken Lobb, the game’s producer, called Hollis to say they could not use the genuine brand names”
“for those games based around real armed forces, the inclusion of brand names was necessary to remain faithful to the source material”
“Today licensed weapons are commonplace in video games, but the deals between game makers and gun-manufacturer are shrouded”
“Not one of the publishers contacted for this article was willing to discuss the practice. (EA: “I’m afraid we can’t progress this.” Activision: “Not something we can assist with at present… My hands are tied.” Codemasters: “We’re focused on our racing titles these days.” Crytek: “We can’t help you with that request.” Sega: “[This] doesn’t sit comfortably.” Sony: “I can’t help with this I’m afraid.”)”
“However, the gun makers are more forthcoming.”
“The general rule is that you can use the model delineation but you can’t use its proper name manufacturer name without prior permission”
“Another benefit of eschewing brand names is that developers can ignore the additional stipulations laid down by gun manufacturers. “We want to know explicitly how the rifle is to be used, ensuring that we are shown in a positive light… Such as the ‘good guys’ using the rifle,” says Vaughn. His company insists that its gun isn’t “used by individuals, organisations, countries or companies that would be shown as enemies of the United States or its citizens.” Ideally, Vaughn says, Barrett’s gun will only be used “by US law enforcement or US military””
“Another key concern is that the weapon functions in a realistic manner. Barrett insists the game developer purchases one of the company’s guns to aid the 3D modellers in their work. “[The gun must] perform to the standards that our rifles do in the real world,” Vaughn says. “Barrett firearms is known for its quality and the brand must always be placed on that foundation.””
"”I have six pellet and BB guns,” says Aidin Smith, a 13 year-old resident of Springfield, Illinois. “These include two BB guns, modelled on the M14 rifle and M1911 pistol, and two pellet guns, modelled on the AK-47 and M16. I also own an M14 BB rifle M1911 BB pistol. And I got an AK-47 rifle, M16 rifle.”
"”My favorite is the M1911. I shot a real M1911 when I lived in the country. I shot with my Grandpa. I love the action on it, it is like a real M1911, it recoils and springs back like a real gun. All of them are ones that are in Call of Duty. I like guns more because of Call of Duty. The M1911 is a pistol in almost in every Call of Duty.””
“The relationship between video games, BB guns and small arms manufacturers is clear in Aidin’s story. Here is a child who encountered guns in a video game, found a family member willing to buy him BB replicas of his favourite weapons, and now intends to buy the real versions when he is old enough.”
“Further evidence is provided by French company Cybergun, one of the most successful BB gun manufacturers in the world. It acts as an intermediary between gun and game makers, negotiating the licensing of weapons in games on behalf of brands including Uzi, Kalashnikov, Colt, FAMAS, FN Herstal, Sig Sauer, Mauser and Taurus”
“But today we know that a portion of every dollar spent on triple-A military-themed video games flows into the pockets of small arms manufacturers, either directly through licence payments, or indirectly through advertising. These beneficiaries include Barrett in the US and FN in Belgium”
“Such deals politicise video games in tangible yet hidden ways. Consumers have, for the past few years, unwittingly funded arms companies that often have their own military agendas”