The Queensland Police Service’s Innovative Recruitment Campaign: Bridging Gaming and Real-World Policing
On November 25, 2025, a unique collaboration was unveiled by the Queensland Police Service (QPS) aimed at redefining recruitment strategies for the next generation of police officers. Partnering with two of Australia’s most popular gaming streamers, Vindooly and Berticuss, the initiative marries the vibrancy of the gaming culture with essential insights into a career in policing. This collaborative effort, developed by EssenceMediacom, illustrates a strategic approach to engage young audiences, particularly those aged 18 to 35.
Engaging the Gaming Community
The campaign is part of QPS’s ongoing “What will you stand for?” initiative, which seeks to inspire youth to consider a career in law enforcement. The gaming streamers shared their experiences swapping gaming for police work, presenting a captivating narrative that showcases how skills honed in the gaming world, such as teamwork, strategic thinking, and quick reflexes, are transferable to real-life policing. By bringing these influencers into the fold, QPS is tapping into a demographic that often feels disconnected from traditional recruitment methods.
The execution included content shared across popular platforms like Instagram, TikTok, and YouTube, enabling millions of followers to gain insight into the diverse career opportunities available within the QPS. This approach not only humanizes the recruiting process but also highlights the broad skill sets that the police force values.
Behind-the-Scenes Collaboration
EssenceMediacom played a pivotal role in shaping the strategy, working closely with Livewire to craft a multi-faceted campaign platform. The collaboration harnesses data-driven insights to tailor engagement efforts, ensuring that they resonate with the target audience. According to Susan Lyons, EssenceMediacom’s Brisbane Managing Director, the partnership clearly demonstrates the impact of aligning the right influencers with the message of the campaign.
As part of the next phase, QPS officers are set to challenge the gaming influencers in a live-streamed battle this November, further solidifying the connection between the two worlds. This engaging event is geared toward maximizing audience interaction and excitement, effectively blurring the lines between gaming and real-world law enforcement.
A New Face of Policing
The participation of popular gamers signifies a shift in how policing is perceived by younger generations. Commissioner of Police, Steve Gollschewski APM, emphasized that modern policing transcends mere law enforcement. It involves protecting vulnerable individuals, solving complex societal problems, and serving the community with integrity. By showcasing the diversity and inclusive nature of the QPS, the campaign aims to attract candidates who might never have considered a law enforcement career.
With over 300 eligible applications received since the campaign’s phase one launch, the response appears promising, suggesting that the strategy may indeed resonate with a younger audience seeking meaningful career paths.
Skillsets and Community Impact
The emphasis on diverse backgrounds and skill sets reflects a broader understanding within the QPS that varied perspectives can enhance community safety and wellbeing. As the campaign unfolds, it continues to communicate the essential message that policing is not just about law enforcement but about public service and community engagement.
Through innovative and engaging recruitment approaches, the campaign not only informs but also invites potential recruits to envision themselves as integral members of the policing community, thus nurturing a culture of inclusivity and representation within the force.
Industry Collaboration and Insight
The campaign is underscored by a robust collaboration between multiple stakeholders, including EssenceMediacom, Livewire, and the QPS. The strategic partnership showcases the importance of employing insights drawn from youth culture and gaming to craft narratives that resonate with potential recruits.
The efforts of the Queensland Police Service, in collaboration with influential figures and marketing agencies, pave the way for a more modern, engaging approach to law enforcement recruitment in the digital age.
As the landscape of recruitment continues to evolve, initiatives like this serve as a powerful reminder of the potential to leverage popular culture to inspire a future generation of police officers. The gaming element brings a fresh perspective, making the idea of joining the police force not just a possibility, but an exciting opportunity for making a difference in the community.
This structured take on the QPS recruitment campaign highlights the innovative blend of gaming culture with public service, creating a dynamic narrative that is engaging for the youthful audience the campaign targets.