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digital tools to build financial literacy

games + apps

a presentation by Sidneyeve Matrix

Agenda

Part 1 of this presentation considers browserbased games on the market with a financial literacy theme. Part 2 looks at some mobile apps suitable for branding by financial services companies.

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1. Objective

Identify some models for themed & branded games or mobile apps appropriate for the financial services sector, while:

addressing financial literacy, driving brand engagement & attracting media coverage.

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Canadian Task Force on Financial Literacy:

suggests that finance industries consider how

"digital communications and technology including social media channels, smartphone apps, video, and online games can increase accessibility of information about finance for Canadians."

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Consider the cultural context.

ubiquity of gaming
It's cross generational.

Average age 35 95% of population 8 out of 10 parents play with kids

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Considering cultural context.

social & casual gaming trend

1 in 5 online users. 22M players/month Older demographic. And more women than men.

Considering cultural context.

mobile gaming trend

50% in 18-34 demo 28% in 35-54 demo 15% are teens mostly iPhone but includes all platforms (Android/BB) and now... iPad.

iPhone

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iPhone/iPodTouch most popular 51% iPhone users have >5 games installed 225K apps available iPhone

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iPad = work + play

>80% business users say it's their new mobile work solution. 4 out of 10 iPad owners say it's their preferred gaming device.

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40% of iPhone moms download games for their kids

a digital pacifier.

Financial themed games.

seeking to make money management fun.

Part 1

enterprise solutions
packaged with curriculum

enterprise

Money U
2008 launch 4,000 students online course designed for higher ed

enterprise

Stock Market Game

first launched 1977 grades 4-12 teams invest virtual $100K comes with curriculum support ongoing user testing & market research

related games on the market.

browser-based simulation games

designed for kids and adults

credit & money management borrowing and budgeting renting vs. mortgage

or, not really game but a virtual savings site

designed for parents + kids

or Disney's virtual board game

designed for parents + kids
(pay-to-play social gaming)

Goal: "to reach 20 million people by 2013 with our financial literacy programs."

Browser based Free Adults and kids in sync with "Practical Money Skills for Life" program

co-promotion bundled with lesson plans

launched in 30 countries

Cross-platform, from web to social media

because gaming is social.

53,000 app downloads

diversions & utilities to increase financial literacy

Mobile apps & games.

Part 2

Visa out in front again.

mobile banking apps: financial literacy

utility app

This nifty branded info-rich app helps consumers make financial decisions.

games for kids: educational cobranded

Parents magazine cobranded this game. Could the financial services follow suit? What kind of games are most suitable?

math games for kids: would developers license a white label app? make the ask.

apps for students: budget tracking

apps for students: tip calculator

apps for shopping: make a list!

Simple app to help avoid spontaneous spending especially at holiday time.

Apps to help protect against financial fraud and identity theft.

Because keeping credit healthy is part of financial literacy.

apps for students: work tracker

when time-is-money

key windows

Launch Dates

and by the way, if you build it, or brand it, when should you launch for maximum media impact?

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1. April is...

Financial Literacy Month.

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2. April 26-30

Financial Literacy Week.

3. November 2-6

Credit Education Week.

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4. Fall 2012
Canadian Federal Financial Literacy Task Force Curriculum Launch

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5. August 2011 Back to school/starting college.

Key touchpoints for financial services. Also teachable moments for financial literacy.

6. Spring 2011 Graduation and job searching.

Key touchpoints. Teachable moments.

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about the author

Sidneyeve Matrix, PhD.
Queen's National Scholar, Media. Queen's University Online: MatrixMediaFX.com + SidneyeveMatrix.com Thisresearchwasfundedby:

ThankyoutoDr.YolandeChanandtoAlexandraMacgregorfor researchassistance. ContentsofpresentationincludingimageshaveCreative CommonsAttributionNoncommercialShareAlike3.0Licenses.