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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PHX Corphttps://www.youtube.com/watch?v=vZQDFO2KEPo Jim Sterling Makes Fun of "Cinematic" Gaming03/02/2015 - 3:39pm
Matthew WilsonWOW is copping EVE. http://us.battle.net/wow/en/blog/18141101/introducing-the-wow-token-3-2-2015 I think its a smart move to deal with gold farmers in this way.03/02/2015 - 1:16pm
Matthew WilsonI guess epic is tired of having their lunch eaten by unity. https://www.unrealengine.com/blog/ue4-is-free03/02/2015 - 12:50pm
Andrew EisenNot much to follow. Kern is being silly and... nothing much else is happening.03/02/2015 - 11:40am
Papa MidnightI ask because, having only just heard of it, I have not, and I was hoping for some insight.03/02/2015 - 11:39am
Papa MidnightHas anyone been following this petition by Mark Kern regarding Kotaku, Polygon, and VG247? https://www.change.org/p/kotaku-lead-the-way-in-healing-the-rift-in-video-games03/02/2015 - 11:38am
ZippyDSMleePaypal shuts down Mega's payment system. https://torrentfreak.com/under-u-s-pressure-paypal-nukes-mega-for-encrypting-files-150227/03/01/2015 - 3:25pm
Matthew Wilsonvalvle planning to release a vr headset this year wtf http://www.pcgamer.com/valves-vr-headset-is-named-vive-and-htc-are-making-it/03/01/2015 - 1:05pm
ZippyDSMleeuuuhhhggg in other news been sick since last night.....uuhggg.....I iwsh it did not hurt so much when my tummy wants to leave my body..02/28/2015 - 11:39pm
ZippyDSMleeBrings me to the Q why alt costumes would be needed in competition anyway... http://www.eventhubs.com/news/2015/feb/28/dead-or-alive-community-aims-ban-over-120-overly-sexualized-costumes-dead-or-alive-5-last-round/02/28/2015 - 11:36pm
MonteThough from a business side, i would agree with the article. While it would be smarter for developers to slow down, you can't expect EA, Activision or ubisoft to do something like that. Nintnedo's gotta get the third party back.02/28/2015 - 4:36pm
MonteThough it does also help that nintendo's more colorful style is a lot less reliant on graphics than more realistic games. Wind Waker is over 10 years old and still looks good for its age.02/28/2015 - 4:33pm
MonteWith the Wii, nintnedo had the right idea. Hold back on shiny graphics and focus on the gameplay experience. Unfortunatly everyone else keeps pushing for newer graphics and it matters less and less each generation. I can barely notice the difference02/28/2015 - 4:29pm
MonteON third party developers; i kinda think they should slow down to nintendo's pace. They bemoan the rising costs of AAA gaming, but then constantly push for the best graphics which is makes up a lot of those costs. Be easier to afford if they held back02/28/2015 - 4:27pm
Matthew Wilsonhttp://www.forbes.com/sites/insertcoin/2015/02/28/the-world-is-nintendos-if-only-theyd-take-it/ I think this is a interesting op-ed, but yeah it kind of is stating the obvious.02/28/2015 - 2:52pm
prh99The government probably doesn't need an app, but I was think more along the lines of a company that was going to sell the collected info. “If you're not paying for the product, you are the product” sometimes even if you pay.02/28/2015 - 1:50pm
E. Zachary KnightWhat better way for the government to keep track of you than to get you to install an app that lets you insult the government.02/28/2015 - 11:03am
prh99No, but I looked it up and it's basically spyware. Their privacy policy says their apps tracks among other things your location and browsing habits via cookies.02/28/2015 - 8:20am
Ryan RardinHas anyone here heard of an app called iCitizen? It's basically Yelp for politicians.02/28/2015 - 5:16am
Andrew EisenAh, not linked in the way you (and everyone else) want and expect. That's true.02/27/2015 - 10:06pm
 

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