top of page
image-removebg-preview (62).png

competitor ANALYSIS 

Local insurance companies tend to use event gamification and challenge-based gamification. We will be taking a look at what these competitors did, their strong points, and also their weak points.

​

MONETARY INCENTIVE 

image-removebg-preview (63).png

AVIVA DRIVE

Aviva_Logo.svg.png

Users film their driving and earn a score. If the driver/app user gets a certain number of points, they are able to save up to 20% on their Aviva car insurance.

  • Does not educate youths about insurance 

  • Does not help youths to learn the importance of insurance 

image-removebg-preview (66).png

  • Promotes safe driving directly related to product 

  • Monetary incentive can compensate for other faults of the app and retain users

  • Invites competition as users can see how they compare to their friends

image-removebg-preview (65).png
image-removebg-preview (64).png
image-removebg-preview (72).png

POLICYPAL

Upon completion of the MoneyBag game or quizzes on the app, users can earn PolicyPal Credits, which can be used to offset insurance premiums or redeem deals found in PolicyPal’s Rewards Marketplace.

image-removebg-preview (65).png

  • Quizzes and news articles to help educate users on insurance

  • Monetary incentive  

  • Chat function for enquiries 

  • One-stop shop for insurance questions and needs

image-removebg-preview (74).png
image-removebg-preview (73).png

  • Lack of social and competitive features 

image-removebg-preview (66).png
WhatsApp Image 2022-05-20 at 3.40.58 AM.jpeg

STRONG MARKETING

image-removebg-preview (67).png

MANULIFE VAULT GAME:

Esports-style tournament where contestants were pitted against each other on a 1-1 battle and played a memory based game to win a $250,000 retirement plan. Aim was to attract millennials to enquire about Manulife and their range of policies.

​

On top of social media postings on Facebook and Instagram, the month-long campaign was also supported by display and social ads, influencer engagement, content strategy and bus-stop shelter ads.

​

​

download.png
image-removebg-preview (70).png
image-removebg-preview (66).png

  • Weak link between the game and insurance  

  • Does not help youths to learn the importance of insurance 

  • Lack of user retention 

  • Monetary incentive  

  • Strong channel to raise awareness

image-removebg-preview (65).png

COST EFFECTIVE

image-removebg-preview (77).png

ZOMBIELIFE INSURANCE:

Zombielife Insurance is a board game where players try to survive a zombie epidemic. Players can decide to invest their money, buy protective equipment to prevent from getting infected, or simply purchase insurance for that huge payout in case they do become a zombie.

image-removebg-preview (76).png
image-removebg-preview (78).png

  • No incentives given 

  • Need to pay to play

  • Not as accessible and convenient compared to a mobile game

What's missing?

image-removebg-preview (80).png

Strong Points 

  • Social and competitive feature

  • Users learn insurance as a by-product

  • Easier and cheaper to develop

tape.png
tape.png

Conclusions

  • Learning insurance as a by-product is a relatively unexplored area

  • Gamification in the local context is not as strong

  • Monetary incentives are used to attract users 

image-removebg-preview (75).png
tape.png
tape.png
bottom of page