• Hartford Courant, Monday, November 14, 2011 9:43 AM

Countless video games from Pac-Man to Grand Theft Auto involve a character trying to stay alive while advancing to trickier levels. A character's death ends the game. But in a new game conceived by an interactive marketing manager at Farmington, Conn.-based AXA Equitable Life Insurance Co., death didn't end the game — if the character had life insurance. In that case, the player passes on collected worth to subsequent generations.

The Web-based game was launched in September and the mobile application is due out any day.

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