Trucking company tries to recruit drivers through a trucking video game

Schneider began promoting in-game ads across six in-game billboards in American Truck Simulator. The game, released in 2016 by SCS Software, allows players to drive authentic semi-trucks across the U.S.

trucking video game with Schneider billboard

“We think that people who like the game, might like the real thing and want to drive with us,” said Kara Leiterman, a media relations manager for Schneider.

Schneider got the idea to start in-game advertising after learning that some of the drivers in their commercial driver training program showed skills above their experience level, which they credited to the video game.

Leiterman says it is too early to say if the ads are working but that the company is “optimistic.”

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