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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InfophileAged well plot-wise, I mean. The animation is showing its age, but if you don't mind that, the plot holds up quite well03/27/2015 - 6:52am
InfophileRobotech may be 30 years old, but it's actually aged pretty well. Plus, one of the three Japanese franchises that went into making it, Macross, is coming out with a new series soon. So it's far from forgotten or out-of-date03/27/2015 - 6:50am
ZippyDSMleePapa Midnight: Care to take a look at this and tell me what you think about it? http://www.amazon.com/Frisby-FS-5010BT-Surround-Speakers-Bluetooth/dp/B00EYX1N2S/03/26/2015 - 10:27pm
Matthew Wilson@AE I think he means both.03/26/2015 - 9:23pm
ZippyDSMleeuhg either a nap after being up 30 hours or working on my comp blah. Oh wow when did the the all shout box page show 3 times as many shouts 0-o03/26/2015 - 8:30pm
Andrew EisenMechaCrash - Sony in particular or Hollywood in general?03/26/2015 - 7:38pm
Matthew Wilson@mach no way in hell, so that is why I want them to stay away.03/26/2015 - 7:21pm
MechaCrash"Get the movie right" is preferable to "stay away," but do you really think they won't screw it up?03/26/2015 - 7:19pm
Craig R.And yes, 90's games. Damn near all of my fav computer & console games were from that decade03/26/2015 - 7:00pm
Craig R.I'd take the NCAA seriously if they'd bite instead of bark03/26/2015 - 6:59pm
Andrew EisenConster - Sure, give me a few minutes.03/26/2015 - 3:05pm
Consterhttp://sanfrancisco.cbslocal.com/2015/03/26/salesforce-ceo-says-company-is-cancelling-all-programs-in-indiana-over-lgbt-discrimination-fears/ http://edition.cnn.com/2015/03/25/politics/mike-pence-religious-freedom-bill-gay-rights/index.html03/26/2015 - 2:55pm
ConsterApparently Salesforce and the NCAA are also upset over SB 101. I know they're not video-games related, but maybe add a line to the article?03/26/2015 - 2:54pm
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Matthew Wilson@AE I am kinda surprised sony would want to make a movie of something that is 30 years old. I woulder how many people remember robotech?03/26/2015 - 2:24pm
Andrew EisenProbably not but my wish is that Hollywood make good anime movies.03/26/2015 - 2:20pm
Matthew Wilsonhttp://variety.com/2015/film/news/robotech-movie-sony-tv-series-anime-1201460191/ am I the only one that wishes Hollywood would stay a million mile away from anime?03/26/2015 - 1:29pm
MaskedPixelantehttp://www.comicbookmovie.com/fansites/markcassidycbm/news/?a=117247 Because when I think "all new, all different", my mind jumps to a hero that's served on FOUR different Avengers teams.03/26/2015 - 11:31am
Matthew Wilsonnot shocked, lets see how gencon reacts.03/26/2015 - 11:01am
 

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