Connie O’Brien of AXA Equitable speaks about a game designed by her company, an insurance company– and yes you heard that right– entitled “Pass it On.” The game was designed to instill an understanding in users of the value of life insurance, sales of which have been at an all time low. The company remains entirely transparent with their players in order to meet regulations and the challenges that come with the sensitive material inherent in the business.
Players go through the game, saving money and generally meeting the needs of their family -fundamentally learning about life insurance and its benefits.
One goal for AXA was to personalize the game through the use of custom avatars, and different color shields signifying levels. Instead of the player dying at the end, he or she moves on, and the beneficiary simply takes over the benefits, moving forward from there.
Players can also win a chance at a cash reward of $15-$25,000.