Prudential is most known for it's retirement planning, however they also offer Life Insurance. And Americans in particular have proven to be oblivious to the real possibility that something unfortunate will happen to them. So, how do we sell products to people who don’t think they need them? Game of Odds is an engaging, simple game that brings just such people to Prudential’s experiential website, The Challenge Lab, where playing the game leads to a player’s reassessment of his or her ability to assess risk, which is an idea they are primed for at the game’s outset. Immediately available to players are links that promote each of Prudential’s products and services, so while the chances of winning the lottery or being crushed by a vending machine are top-of-mind, relevant products are easy to access.

Humans are not very good at understanding risk in their lives. This is something Prudential, whose products have very much to do with risk and life events, would benefit by correcting. The result is Game of Odds, a mobile-optimized casino-style game in which players are dealt five cards featuring different potential life events, from causes of death to moments of fortune. Players compete to order these odds from “least likely” to “most likely,” scoring points and placing on a leaderboard, and in the process learning whether or not they are actually skilled at assessing risk.

But what are the odds it actually worked?

Well, the chance of a reply tweet increased by 165%

Engagement rates on Facebook increased by 300%

And likes, comments, and shares increased by an incredible 3337%.