Start a family, take care of your new home, and try to be the happiest household in your neighborhood! iAMFAM is a family simulation game where you’ll climb up the career ladder, meet the love of your life, and watch your children grow up.

Buy home upgrades and other fun items to enhance your home, then protect those investments with American Family Insurance. Share your successes with Facebook friends and earn extra in-game coins by playing a variety of fun mini-games.

Case Study

American Family Insurance (AFI) approached one of our distribution partners in late 2009, looking to create a game which would reach out to their core demographic of game-oriented 18-35 year olds. Aware that a majority of their audience was female, AFI consulted with HitPoint to determine what sort of game would best engage and educate their target audience while simultaneously providing a fun and “sticky” experience worth returning to again and again. Based off of the immense popularity of family simulation hit The Sims with not only a female demographic but also the 18-35 age group more generally, HitPoint’s ultimate recommendation was to develop a social version of a family simulator which would allow players to unobtrusively and meaningfully engage with the AFI brand.

As a player creates their household and builds capital by playing minigames, they’re encouraged to take steps to protect their investments and families. Just like in real life, randomized setbacks and disasters can clog a sink or damage a car, necessitating costly repairs. These events provide a level of interest and uncertainty to gameplay, and can be circumvented by purchasing in-game insurance. Players have an opportunity to meet with an in-game insurance advisor, the Trusted Agent, to learn more about AFI’s services, and likewise visit the AFI site.

We launched iAMFAM for Flash in July 2010 and have been continuously maintaining and upgrading it with new items and features since then. A mobile version of the game was released December 12, 2011.

Since the game’s 2010 launch, the game boasts the following statistics:

• Nearly half a million unique registered users
• 1,890,897 game plays
• 1,334,844 in-game insurance purchases
• An average of 4.39 game plays per user
• An average of 20 minutes and 33 seconds spent on the game per visit
• 167,025 click-throughs to the AFI site
• 95,364 Facebook invites to friends