Playing The Insurance Game

November 14, 2011 -

AXA Equitable, a life insurance company in Farmington, Connecticut, has created a video game to introduce life insurance to women in their 40s. AXA's Pass It On! launched on the web in September and now a mobile application is heading to more portable devices. Pass It On! lets players pick an avatar and walk the streets of New York City collecting gold and avoiding expenses. The character can also buy permanent life insurance (represented in-game as a gold shield worn as a backpack) or term life (a silver shield).

Pass It On! becomes more challenging as the game progresses. New challenges and obstacles appear that can instantly kill the player. Different levels in the game are represented by different U.S. locations. After New York, players go to is St. Louis, New Orleans, Mount Rushmore and San Francisco. The game seems to be at least a moderate success, so far attracting almost 64,000 unique visitors who played it more than 231,000 times, according to the company.

The biggest draw, its creators say, is the sweepstakes linked to the game. Players can enter to win a $25,000 or $15,000 cash prize if they play between now and Dec. 31.

AXA Equitable turned to video games to reach potential customers because of the generational shift in marketing strategies. While the company sees a majority of baby boomers between the ages of 47 and 65 owning policies that provide money at death, people between the ages of 31 and 46 (Generation X) and between 19 and 30 (Generation Y) have no coverage.

"Life insurance sales are at a 50-year low," notes David O'Leary, head of AXA Equitable's financial protection segment. He gets his figures from research conducted by Windsor, CT.-based LIMRA. "Some 11 million U.S. households with children younger than 18 have no life insurance. Many of these children would face immediate financial trouble if a parent died."

Hall came up with the concept of Pass It On! while riding the Metro-North to Connecticut after a conference in New York.

"I went to a social media conference in New York about a year and a half ago, and I heard three stories there that totally inspired me," Hall said. The most impressive was a game, Mad Men Yourself, which allowed gamers to create a personality within the 1960s Madison Avenue advertising world that is the basis for the hit AMC TV series "Mad Men." The game helped propel the popularity of the show.

"They were trying to reach the same market that I am," Hall said. "They were talking about reaching the 35 to 55's. So, that got me thinking about gamification. Can you gamify life insurance?"

Source: The Hartford Courant

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Re: Playing The Insurance Game

I love life insurance.  It lets me take huge, irresponsible risks with my life since I know my wife will be taken care of if I die.

 
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Has a video game ever made you so mad you broke the controller?:

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ZenOk, so yeah...it's kind of a lie...but I HAD to go with "Nope. I'm zen." lol. Only broke one controller myself (PS3) on a playthrough of Uncharted that got frustrating.07/09/2014 - 10:38pm
MechaTama31I am not proud of this, but I had to select the "multiple times" option. Not for the same game, but I went through several controllers (particularly dreamcast ones. fragile, maybe?)07/09/2014 - 6:52pm
Andrew EisenI'd say breaking a handheld out of anger counts (even if it's just the hinge). Likewise, I'd say busting a keyboard or mouse counts so long as you were playing a game at the time.07/09/2014 - 12:28pm
ConsterAnd since there happened to be (without me realizing) a towel which broke the fall resulting in 'only' a damaged hinge, would that be option 2 or 4?07/09/2014 - 12:23pm
ConsterAbout the most recent poll: since the "controller" for the DS is basically part of the DS, does throwing my DS against the floor because Mario Basketball cheats count?07/09/2014 - 12:22pm
Sleakersaw this on Forbes, thought it was pretty good: http://www.forbes.com/sites/timworstall/2014/06/03/if-comcast-and-time-warner-dont-compete-then-why-shouldnt-they-merge/07/08/2014 - 9:09pm
Adam802the Sun is claiming games are as addictive as herion: http://www.eurogamer.net/articles/2014-07-08-the-real-story-behind-the-suns-gaming-as-addictive-as-heroin-headline07/08/2014 - 6:43pm
ZippyDSMleeIt takes 2-6 days to transferfunds to your bank, it can take up to 30 days for ebay to give you moeny from a sale. But lord to spend it its instant!07/08/2014 - 10:50am
Cheater87http://www.twinfinite.net/2014/07/08/evil-within-receive-gore-mode-dlc-japan/07/08/2014 - 10:00am
MaskedPixelantehttp://www.joystiq.com/2014/07/08/bandai-namco-pulling-tales-of-phantasia-soon-to-be-unusable/ BN is shutting down Tales of Phantasia, and nothing of value will be lost.07/08/2014 - 9:34am
Sleaker3 business days when I've done it in the past.07/08/2014 - 12:54am
MaskedPixelanteOk, thanks.07/07/2014 - 9:12pm
Sora-Chan@MP If I recall correctly, it takes a few days.07/07/2014 - 7:49pm
MaskedPixelanteJust a few hours, it concerned me because I checked my bank account after the purchase was made, and no money appeared to be gone. At least with CC, it changes my credit limit when I purchase something, even if it doesn't process for a few days.07/07/2014 - 2:44pm
E. Zachary KnightNever done one that way, but I know the other way often takes forever and a day. How long have you been waiting?07/07/2014 - 2:28pm
MaskedPixelanteHas anyone ever done a bank-to-Paypal transfer before? How long does it usually take?07/07/2014 - 1:26pm
TheSmokeyViolent video games may actually increase players' sensitivity: study - http://technology.canoe.ca/Gaming/News/2014/06/30/21775831-relaxnews.html07/07/2014 - 12:37pm
E. Zachary KnightIf anyone wants to know, I just launched a Kickstarter campaign for my game Demon's Hex. https://www.kickstarter.com/projects/ezknight/demons-hex-cross-platform-collectible-token-game07/07/2014 - 11:09am
Cheater87Australia to get stricter game regualtion? http://mmgn.com/ps4/news--australia-s-tyrannical-game-censorship-legisl07/05/2014 - 1:53pm
MaskedPixelanteNo, I'm just saying that, were Ubisoft to shut down, the only thing of value lost would be Ubiart.07/05/2014 - 9:38am
 

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