A few years ago, turning a business or a brand into a sort of game was considered an oxymoron. But as customers become more tech savvy, they are demanding a change in the way in which companies communicate with them.

This new breed of customers are using social media to have conversations about brands. With this in mind, GasanMamo Insurance adopted one of the hottest trends in consumer marketing – gamification – or turning a service into a game.

Since insurers mainly sell 12-month insurance policies, consumers rarely interact with their insurer unless they need to renew their policy or make a claim. Through Ray’s Adventure, a game that sees ‘Ray’ through different stages of his life, parallel to the way in which many people consume insurance at different points in their lives, GasanMamo generated interaction with their customers.

The company wants to ensure that the new generation of engaged and informed consumers get value from their insurance products.

The first three winners of the game have been announced. Elena Mallia was presented with the first prize and a €500 voucher, with Joseph Galea placing second and Luke Sultana third.

Ray’s Adventure was developed by Anchovy Studios in collaboration with GasanMamo and has seen nearly 2,500 players registered in the first six weeks following the its inception.

It can be played through Facebook by liking GasanMamo’s Facebook Page or on www.raysadventure.com.