Esther Oostrom is an experienced communications professional who has spent more than 15 years at Aegon working in different positions. Esther started her career at the University of Maastricht after graduating International Business Studies in 1999. Her personal interest for online developments inspired her to write a thesis about the possibilities of online personalized advertising with the title ‘Internet marketing: the future is now’. In November 2014 she graduated the Executive Master of Science in Corporate Communications at the RSM with the thesis: ‘Gamification: the engagement game’. This thesis was rewarded with the Andreas Award for Innovation in Corporate Communication. In 2000 Esther started working at Aegon the Netherlands as a product marketer and was responsible for the development and introduction of several internet savings and investment products. In 2005 she started working at the department of Communications as an advertising manager for the Aegon brand where she was responsible for the development of various mass media and direct marketing campaigns. One of these campaigns, ‘De Wil van Dave Deutch’ was rewarded with a Silver Esprix in 2007. In the last three years she has been working as Manager Brand & (Social) Media in the Central Communications department in the Netherlands. In this position she was developed and introduced of Speeljetoekomst.nu in 2012. This online platform uses Gamification ( a relative new concept) in order to motivate people to learn about their financial futures. In 2013 this online platform was rewarded with two Red Dot awards: a Best of Best in interaction design and the Grand Prix in communication design! Esther enjoys working at Aegon because of its dynamism, culture of possibilities, strive for innovation and its relevant purpose.