Two unlikely cultures are merging to create AXA Equitable’s newest marketing initiative: video games and life insurance. The company’s Pass It On! game first became available in September, and the mobile application is due to launch any day. In the game, the character walks through the streets of New York City collecting gold and avoiding expenses. The character also has opportunities to buy permanent life insurance — a gold shield worn as a backpack — or term life, which is a silver shield. 

Video games are a logical venue for a life insurance company to tactfully handle the topic of death with their customers, particularly among Generations X and Y. These consumer groups grew up with an appreciation for video games, which has only been strengthened by the recent popularity of several social media and mobile applications, such as Farmville, Angry Birds, and Mafia Wars.

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