The Commonwealth Bank has launched an animated online game aimed at teaching primary school children how to manage their money.
Coinland, created by The White Agency, lets kids create an avatar to represents them in the game. They are guided by the character, Platy, who shows them how their actions impact on their savings goals.
It includes some social media aspects, allowing users to connect with friends by adding other players to their buddy list via safe chat using pre-defined messages.
The Bank’s saving ‘superheroes’, the Dollarmites, also interact with players to help them manage their money. Other characters include Mr Save-a-lot and Gobbler – Platy’s nemesis – who entices them to spend.
Parents are kept informed of their child’s progress in the game through regular email updates from the bank.
Mark Murray, Commonwealth Bank GM consumer marketing, said the interactive game will aim to reinforce its School Banking and StartSmart programs, by focusing on the importance of earning money and setting saving goals.
Murray said: “The once simple lessons of personal finance have grown more complex, and the ways children learn has evolved. So with this in mind we have created Coinland which reinforces the principles of saving taught in the classroom through our School Banking and StartSmart programs. Coinland teaches children in a format they can easily relate to and have fun along the way.”
The bank said its goal is to “improve the”financial literacy of one million Australian kids by 2015” through its initiatives.