Apple Rates NRA's New Shooting Game App Appropriate For Players 4 Years Old And Up

The app highlights gun safety, education, and owners' rights.

The National Rifle Association has launched NRA: Practice Range, an iOS app the organization calls its new "mobile nerve center." The app features a 3-D target practice shooting game and provides resources for news and legislation updates around gun control and educational materials about gunholders' rights.

The NRA appears to be emphasizing safety and responsible ownership with this new app, which has an Apple App Store rating of 4+ ("no objectionable material"). The NRA says its built-in shooting game strikes "the right balance of gaming and safety education, allowing you to enjoy the most authentic experience possible." That authenticity also extends to the 9 real-life firearm models available within the app—including an M9 pistol, an M16 rifle, and a Dragunov SVD semi-automatic rifle— as well as the AK47 and the AWM sniper rifle, which are offered as $0.99 in-app purchases.

In recent weeks the NRA has been the focus of increased media scrutiny, particularly after a December school shooting in Newtown, Connecticut that left 27 dead and sparked a call for more stringent legislation around gun control. The day after the Newtown school shooting, the NRA suspended its Facebook page.

In the wake of record-level gun sales, the NRA now seems to be trying to position itself as a resource for safe and responsible gun owners. Even for the pre-school set.

So what do you think—would you let your 4-year-old play the NRA's shooting game?

[Image: MEDL Mobile]

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11 Comments

  • Dan Ruppel

    Perhaps we could drop the preschool name calling (gnat-brain) and take our "rifles" out of our hands for a second to consider this issue with a bit of balance.  After all, "God" hates Knee-Jerk and Emotional reactions, right?  The mere fact that something has been in an organization's mission statement for over a century does not mean it has been supporting that mission in the best way for that entire time period.  Regardless of whether Webster would call the NRA a "business," they are certainly in the business of self-promotion and self-protection, and they are using one of the hottest business platforms to push that agenda forward.  Responsible gun ownership may in fact mean not purchasing a military-grade weapon.  This is why the National Guard provides weapons and ammunition for those who actually want to defend their state and nation.  We are past the days when Ethan Allen had to ask his Green Mountain Boys to sally forth with their old hunting rifles.  Can we also get past the days of supplementing our testosterone production with firepower?  Maybe the NRA is making an important move here - instead of getting a real gun, the most responsible gun to own may be the $0.99 virtual AK.  If I need to shoot something with antlers, I'm sure the single bullet bolt-action rifle I used at Boy Scout camp will suit me just fine.  Or maybe I'm just not enough of a man to take out that buck.  But I'm enough of one to live with that.

  • GOD

    Someone told me long ago, 2 kinds of decision that are poor; Knee Jerk reactions, and Emotional based. Strike one and strike 2.

  • Matteo

    Oh no...the precious little snowflakes having their minds influenced by the BIG, BAD, NRA. Chirstina Chaey must have the IQ of a gnat. "The NRA appears to be emphasizing safety and responsible ownership with this new app"...no kidding? That's only been in their mission statement since the 19th century. Anybody ever play duck hunt? How many of you then went out and blew up your classmates because of it? This is why America hates the newsmedia...journalists think the rest of us are as F-ing stupid as they are.  

  • GOD

    Sure, because everyone knows 4 year olds have iPhones and can download apps without help. Get a life you fools. Guns aren't the problem. It's morons like you.

  • Shane Taylor

    Kind of misleading. When submitting an app to iTunes you have to classify what category it should be listed and what content it contains. Apple is fairly stringent on content so if it was made available for all ages and the reviewer saw it should not be it would be rejected. Also, I can certainly remember in Cub/Boy Scouts NRA members teaching us gun safety so Ms. Chaey might look into what the NRA has been doing since 1871.

  • Dave Minella

    "...the NRA now seems to be trying to position itself as a resource for safe and responsible gun owners."
    Um, that has always been the NRA's purpose. Maybe do five seconds of research before you write your next article.

  • Austin Merritt

    I'm having a hard time understanding what this has to do with business. 

  • jayarebee

    Using a popular platform to aid in branding?
    Trying to position your organization on an issue?
    Engaging current stakeholders to strengthen their connection?
    How is this not pure business?

  • Videre Licet

    Red Cross, Salvation Army and Sierra Club are not businesses either. What is your point?

    Non-profits are not businesses. Please check your definitions. Or better yet, check the tax code.

  • Videre Licet

    NRA is a non-profit organization, they have no product to sell and no stakeholders, only members.

    Therefore, they don't need branding nor positioning - they have had a position on the issue, which is gun safety education and proficiency, since inception in 1871.

    How is it business at all, much less "pure"?

  • jayarebee

    So the Red Cross, Salvation Army and Sierra Club don't in any way try to shape their image, promote their existence or increase contributions through marketing and media?

    I think you are trying to defend a position with dictionary. Most national/multinational non-profits are big business.