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Photos: GCHQ aims to recruit with in-game ads

Hey kid... wanna job?
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1 of 4 Tim Ferguson/ZDNet

Hey kid... wanna job?

The Government Communications Headquarters (GCHQ) has launched what it claims is the world's first in-game recruitment advertising campaign. Job ads will appear in real world scenarios - such as billboard and street advertising - in a number of online games.

The GCHQ is an intelligence and security organisation that reports to the Foreign Secretary and works with MI5, MI6, the Ministry of Defence and the Foreign and Commonwealth Office.

This scene is from Ubisoft's Rainbow Six Vegas.

Photo credit: Ubisoft

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2 of 4 Tim Ferguson/ZDNet

The GCHQ is working with its recruitment advertising partner, TMP Worldwide, and Microsoft subsidiary Massive which specialises in in-game advertising.

The ads will appear in various Massive online PC and console games in the UK - for around a month - towards the end of October.

This image is taken from another Ubisoft game, Tom Clancy's Splinter Cell Double Agent.

Photo credit: Ubisoft

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3 of 4 Tim Ferguson/ZDNet

It is hoped the campaign will give the GCHQ an effective and relevant means of promoting exciting careers to the online gaming audience.

Ads such as this have already been used to promote brands such as Coca Cola and Nokia.

This ad appears in the Need for Speed Carbon racing game from EA Games.

Photo credit: EA Games

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4 of 4 Tim Ferguson/ZDNet

Kate Clemens, head of GCHQ's digital strategy at TMP Worldwide said online gaming offers GCHQ another route to target a captive audience that is "particularly receptive to innovative forms of advertising".

Photo credit: Ubisoft

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