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Getting in the game

American Family Insurance and WildTangent Media partner in iAMFAM success

When the product is insurance, an online game may not seem like an obvious way to reach and educate consumers. But since launching the iAMFAM game two years ago, it’s been a successful tactic for American Family Insurance.

American Family Insurance teamed up with Redmond, Wash.-based WildTangent Media to create the game, which is offered in a web-based format and as a mobile game. iAMFAM simulates real life, giving players a chance to build a career, furnish their homes, take care of their families and tend to their yards. Players earn coins for working and happiness points for things like exercising, sleeping or gardening. They can connect with Facebook to build an online neighborhood with friends.

Players are offered a chance to buy home or car insurance to protect their belongings, and they see the impact having insurance has – when a storm damages their home’s roof, for example, they pay a deductible instead of the cost of the roof.

Real results
Since the game’s launch, more than 586,000 gamers have played iAMFAM. The average game play is 14:30, which is comparable to many top tier casual downloadable titles. The click-thru rates on targeted ads are well above average, ranging from 5.5% to 15.3%.

The number of new players as well as those who have clicked into the company’s website, www.amfam.com, has continued to increase during the last two years. The game has had additional success with initiating quotes through the website.

iAMFAM is one of the only games of its kind that can be accessed from many platforms, including the Web, Facebook and Android and iOS mobile devices, including the iPad. Users need to register only once, and can then play anywhere.

“This game is popular because it continues to evolve into its third year. Players enjoy simulating real life with game characters where decision making is engaging and rewarding,” says Ken Simon, vice president of WildTangent Media. “It allows American Family Insurance to reach customers and potential customers in a unique way.”

Continued enhancements
New enhancements are introduced every six months to keep players coming back and becoming more involved. The new social gardening enhancement, which debuted this month, provides players a virtual green thumb, enabling them to plant, water and monitor their progress as fruits, vegetables and flowers grow in their own home gardens. Garden patches can be purchased using points in the virtual store in a number of sizes and prices. Players can also interact with each other by sharing seeds, tending to each other’s gardens and sending floral bouquets as gifts.

Game connects audience, information and brand
Gaming was a cutting-edge venture for an insurance company. However, the company recognized the value of entering into the life simulation game market, particularly when research showed one of their key target markets – women – played games often and for long periods of time.

“iAMFAM is a family-friendly game that teaches people about life and insurance,” says Michele Wingate, American Family’s social media manager. “We’re focused on protecting families and their dreams, and this is a fun way to draw attention to that.”

About American Family Insurance
Based in Madison, Wis., American Family Insurance offers auto insurance, homeowners insurance, life insurance, health insurance, business and farm/ranch insurance in 19 states. American Family insurance is the nation’s third-largest mutual property/casualty insurance company and ranks 382nd on the Fortune 500 list. Web: www.amfam.com; Facebook: www.facebook.com/amfam; Twitter: www.twitter.com/amfam; YouTube: www.youtube.com/amfam.

About WildTangent
WildTangent (www.wildtangent.com) operates a cross-device games service that allows consumers around the world to access games through one convenient Games App. Fueled by our digital currency, WildCoins, and a proprietary ad platform, BrandBoost, the service delivers consumers with the most cost efficient way to play games.

WildTangent Media is a digital media advertising platform that connects brands with a highly engaged audience of 175 million consumers monthly across desktop, social, and mobile platforms. Powered by ad products that consistently perform above industry norms and a growing portfolio of 3rd-party game developers, WildTangent Media offers consumers the chance to invite brands into a digital experience they’re really enjoying. And in return, they get something they want. Like virtual goods, free play, or premium content, all in the name of an advertiser’s brand. It’s a “value exchange” approach, where consumers get the rewards they want, instead of interruptions—and where brands make a lasting impression.

WildTangent Media’s digital advertising solutions have been adopted by premium publishers like PopCap Games, Sony Online Entertainment, and DreamWorks, and are utilized by major global brands like Coca-Cola, Unilever, Procter & Gamble, Microsoft, Kraft, Levi’s, and others in a variety of brand verticals.

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