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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Andrew EisenSleaker - Who the heck are you reading that is claiming "all gamers are bad," we "need to pass laws or judgement on all gamers," that if "you self-identify as a Gamer, you're immediately the problem," or that gamers are "obligated to stop harassment"?09/20/2014 - 9:44pm
erthwjimhe swatted more than just krebs, I think he swatted 30 people http://krebsonsecurity.com/2014/05/teen-arrested-for-30-swattings-bomb-threats/09/20/2014 - 9:31pm
Craig R.Btw, the guy who swatted security expert Brian Krebs? He got picked up recently. It can be done.09/20/2014 - 8:55pm
Craig R.Such things are not done in a vacuum... hence why the 4chan and other logs show what fools you've all been, tricked into doing the trolls' work09/20/2014 - 8:49pm
Sleaker@Technogeek - How do you call someone out that anonymously calls in a SWAT team, or sends threats to people?09/20/2014 - 7:04pm
Technogeek"It also doesn't mean you're obligated to stop harassment from all gamers that are doing so." I'd say you're certainly obligated to call them out when you see it happening.09/20/2014 - 5:17pm
SleakerNow if you disagree with anything in my last 2 posts then we obviously have a difference in world view, and wont come to any sort of agreement. I'm fine with that, maybe some people aren't?09/20/2014 - 5:09pm
SleakerIt also doesn't mean that just because a news outlet says that Gamers are the problem and you self-identify as a Gamer, you're immediately the problem. It also doesn't mean you're obligated to stop harassment from all gamers that are doing so.09/20/2014 - 4:59pm
SleakerJust to re-iterate: People getting harassed is wrong. Just because someone is harassed by so called 'gamers' doesn't mean that all gamers are bad. nor does it mean that you need to pass laws or judgement on all gamers.09/20/2014 - 4:56pm
SleakerAnd furthermore just because someone doesn't 'crusade against the evil' that doesn't make them the problem. You can have discussion with those around you. There's a thing called sphere of influence.09/20/2014 - 4:54pm
Sleaker@Conster - one person getting harassed is a 'problem' only so far as the harassee's are doing it. Just because a select few people choose to act like this doesn't make it widespread. Nor does it immediately make everyone responsible to put an end to it.09/20/2014 - 4:54pm
james_fudgeno worries09/20/2014 - 4:15pm
TechnogeekI misread james' comment as "we can't have a debate without threatening" there at first. Actually wound up posting a shout about death threats and "kill yourself" not technically being the same thing before I realized.09/20/2014 - 3:59pm
james_fudgeDon't hit me *cowers behind Andrew*09/20/2014 - 3:20pm
ConsterYou take that back right now, james, or else. *shakes fist menacingly*09/20/2014 - 3:00pm
james_fudgeOur community is awesome. We can have a debate without threatening to kill each other.09/20/2014 - 2:50pm
Andrew EisenNo one's crossed a line but I just want to remind you all to keep discussions civil.09/20/2014 - 1:54pm
Craig R.tldr: I'm a gamer, and imo those who support GamerGate should feel free to take a flying leap off a cliff.09/20/2014 - 1:27pm
Craig R.Not only that, I'm pretty sure that if actual studies were done, you'd still deny them, Sleaker. After all, it's not what you'd want to hear to support your rose-colored view of GamerGate.09/20/2014 - 1:18pm
Craig R.There IS an issue. Nor do we need a study to show that if you deny it then you're part of the problem.09/20/2014 - 1:17pm
 

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