Video games have traditionally had a testy relationship with politics. Whenever a game cropped up for discussion, it was often framed in the negative by governments, linked to violence, antisocial behaviour, or problematic screen time.
When a tragedy struck, it wasn't long before games were somehow villainised as a possible root cause on the floors of many parliaments. Rarely were they celebrated as an art form, seen as a huge employer, or a way for millions of people to connect.
Over time, this led many to leave (and also be left out of) political discourse, fed up with their hobby or profession becoming misunderstood or scapegoated on a near-constant basis. But it seems that things are changing on a pretty seismic scale.
In recent months, there’s been a shift in the tone of the relationship between politics and gaming culture in many countries. It’s becoming a common sight for world leaders to use games to promote their policies and vie for the attention of tech‑savvy voters.
Governments now devise incentives to boost game development and attract companies to their shores. They’re beginning to recognise the cultural value of a homemade game. Some politicians stream on gaming platforms like Twitch. Others create campaign materials within games to modernise their appeal.
No longer the villain, gaming has now become a political asset. And you need only look at the recent activity of the Trump administration to see this in action.
From Grand Theft Auto to Pokémon – the Trump Administration levels up its PR
In an era of misinformation and 'fake news’, people must always verify their sources. You see something online and immediately double‑check the account handles or the URL, just to be sure everything is legitimate.
(Pic: @WhiteHouse on X)
So when I saw a viral cartoon of Donald Trump as Master Chief from Halo, I stared in total disbelief at the official White House handle on X that posted it. Surely this was some sort of mistake? Or a hoax by some phishing account pretending to be something it’s not.
But after a few refreshes and several world media outlets reporting on it, it was clear the post was genuine. What was also clear was the post's immense success, earning millions of views in a flash and quickly becoming a part of internet lore.
The post, which aimed to showcase Trump as a peacemaker ending the console wars, was not just a one‑off event. Over the past few months, there have been many examples of the administration dipping into several gaming franchises to promote American domestic and foreign policies. Each post strikes a different tone or objective, each one becoming incredibly successful in its reach.
UNDEFEATED. pic.twitter.com/Jt69bcag5y
— The White House (@WhiteHouse) March 12, 2026
Grand Theft Auto and Wii Sport visuals have been used in videos promoting Operation Epic Fury, mixing in actual gameplay footage with drone strikes. The Department of Homeland Security posts deportation videos using Pokémon assets, complete with the tagline, ‘Gotta Catch ’Em All.’
Treating missile strikes like a mini‑game is bound to spark controversy. ‘Collecting’ immigrants as if they were Pokémon is also contentious. They were clearly made to stir the pot.
And yet, there are other examples that are not as sensationalist, with little to no shock value to be found. Would you ever imagine Trump as a character in Stardew Valley promoting whole milk? Or that he becomes a character in Animal Crossing to celebrate America’s Agriculture Week?
https://t.co/xLNwaHnBsE pic.twitter.com/vm4U5hH9tu
— The White House (@WhiteHouse) March 27, 2026
But even ‘harmless’ pictures with little evident controversy can cause backlash. Gamers are protective of their favourite characters and may be vexed to see them used in promotional material, often without permission from copyright holders, and especially to draw political divisions.
Many will argue about the low taste level of these kinds of posts. But it seems these are the times we live in now, where the nostalgia of your childhood can be reinvented by third parties.
What next for ‘America’s most pro‑gamer President’?
The way recent American politics has embraced gaming marks a definitive turning point in how the industry is now seen. While you can’t really predict which title the White House will use next, nor the policy or initiative it will promote, it’s clear that they see gamers as a valuable audience worth engaging with.
AMERICA'S MOST PRO-GAMER PRESIDENT 🏆 https://t.co/XqV1dvv4Xg pic.twitter.com/ISXPx80fiH
— The White House (@WhiteHouse) December 11, 2025
Whether it's a Minecraft meme or a Pokémon parody, a Grand Theft Auto‑style video or a ‘harmless’ Animal Crossing-esque animation, the Trump administration is utilising a long‑ignored community of gamers in a direct way. And as the saying goes, there’s no such thing as bad publicity.
Despite the negative reaction online, many of their posts have accumulated hundreds of millions of views, appearing on newsfeeds around the world and achieving viral status almost instantly.
And they continue to grow every day.
This kind of exposure really is on another level. And, as the world's largest entertainment industry, video games could well become the new digital battleground for a new era of politics to play out on.
The views expressed here are those of the author and do not represent or reflect the views of RTÉ
