Earlier this year, a real-life American trucking company began buying ads in American Truck Simulator to hire players to be real truck drivers. The attempt seems to be so successful that more trucking companies are starting to follow suit. In June, the game's developer SCS Software introduced a new set of billboards in the game. These are recruitment advertisements for a large logistics company called Schneider National, who are looking for new truck drivers.
Shortly after, the company announced that newly hired Simulator players often "demonstrate skills beyond their experience level" and "attribute their learning to the game."
Buying ads in games is clearly a very effective move, as another company has begun trying the same strategy. SwiftTransport is currently also placing recruitment advertisements in "American Truck Simulator". These advertisements will direct players to a special web page, hoping to allow gamers to transform into real drivers. The page says: "If you enjoyed playing the role of a truck driver in American Truck Simulator, you'll probably enjoy the real truck driver lifestyle! Want to make your gaming experience a reality? We welcome you to drive a real Swift truck!"
However, driving a truck in reality is obviously a different story entirely. According to GamesRadar editor Dustin Bailey, although he is also interested in truck simulation games because his family has a history of trucking, he is not willing to make a living by driving a truck no matter how high the salary is. Truck driving is very hard work and is often accompanied by various occupational diseases and various risks. And based on the experience of many retired soldiers who like to play FPS games and many farmers who like to play farm management simulation games, it is possible that many of the players of "American Truck Simulator" are already truck drivers.
But developer SCS has a much more optimistic view of job ads. "We believe that even the smallest actions can have a profound impact," the developers said in the announcement. "By showcasing industry-relevant content in the game, we aim to create meaningful connections between the virtual world and real-world opportunities. As countless players walk by our in-game billboards, who knows what will happen? Someone might see a job ad from Swift Transportation and see this as an entry-level opportunity to explore a career in trucking."