Mark Murray, general manager consumer marketing at CBA says Coinland creates a virtual world where children can have fun while starting to build their knowledge about money.

"The once simple lessons of personal finance have grown more complex, and the ways children learn has evolved," he says. "Coinland teaches children in a format they can easily relate to and have fun along the way."

Children create a personalised avatar which represents them in the game, alongside their guide Platy, who shows them how their actions impact their savings goals. The Bank's saving super heroes, the Dollarmites interact with players to bring money management to life. They also meet Mr Save-a-lot who teaches children about money, while Gobbler - Platy's nemesis - entices them to spend.

Players develop their money management skills through a series of challenges and games, visiting eight different zones with the aim for each player to earn and save coins.

The site also offers social media tools, so that children can connect with friends by adding other players to their buddy list via safe chat using pre-defined messages.



"With Coinland, children can have fun learning money management skills - including how to earn money, saving and the consequences of spending - in a safe, virtual world, and then start applying their new found skills as they start to use money in the real world," says Murray.

Finextra verdict Adults might snigger (Banks lecturing the kids about responsible money management? Shurely shome mishtake!) but our inner child tells us that this is rather nicely pitched for its young target audience. Finextra says well done to CommBank and the creative team at The White Agency.