International Acclaim for Pensions Game

The Hague, July 16, 2013

Next to the Best of the Best award in the Red Dot Design competition, Aegon's online game “Speeljetoekomst” (play your future) has also been awarded the Grand Prix for Online Communication.

speeljetoekomst red dot award

But this isn't the only testament to the game's popularity. In the first six months following its launch in 2012, around 200,000 visitors visited the (play your future) website to get an insight into their pension planning.

Retirement Research

The website was launched in response to concrete research that highlighted the general lack of financial knowledge and understanding in the Dutch market. 

25% of Dutch consumers say they lack financial knowledge and only 12% of Dutch consumers know if they will have sufficient income in the future. 50% of Dutch consumers incorrectly believe that their pension will be 70% of their last earned salary. provides an accessible game-like platform to make these expectations more realistic, help people to think about their financial future and ultimately take action. It achieves this by asking a number of clearly worded questions about their current situation and the type of life they expect to achieve in retirement. It also asks them to face up to the possibility of life-changing circumstances such as divorce or becoming disabled.

Pension Planning for Those Who Need it Most

Around 50% of the visitors were younger than 30 or female – two groups that are typically hard to reach. As a result, Aegon became market leader in the Netherlands for the brand driver, 'makes me more financially aware'.

In short, speeljetoekomst doesn't educate people about their financial future using just numbers, but also looks at consumers' needs in a playful, personal and concrete way.

Speeljetoekomst also works on mobile devices. This is important as 50% of users are 'second-screen' users – people who use a tablet for example during commercial breaks on television – particularly when TV commercials for speeljetoekomst are being aired.

Pensions Awareness is the Only Goal

And most importantly, speeljetoekomst is available for everybody, whether they're currently an Aegon customer or not. Any information provided during the game will not be used by Aegon for marketing purposes.