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Barclays UK Retail Banking has become the first bank in the UK to launch an online computer game to help young people improve their financial management skills.

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56 Sage Street has really captured our target audience's imagination, resulting in some fantastic early user numbers and some great feedback.
Mark Brayton, Head of Innovation and Branch, UKRB Marketing Communications

Barclays UK Retail Banking (UKRB) has become the first bank in the UK to launch an online computer game to help young people improve their financial management skills.

The game, entitled '56 Sage Street', was designed with feedback from young people.

It carries a storyline of a teenager navigating a new city, through which the player's real-world money management knowledge is tested and developed through a series of tasks and games.

56 Sage Street complements Barclays Money Skills, a flagship UK community investment programme focused on improving the financial capability of vulnerable young people.

Mark Brayton, Head of Innovation and Branch, UKRB Marketing Communications, said: "56 Sage Street has really captured our target audience's imagination, resulting in some fantastic early user numbers and some great feedback.

"We're really excited about building on this early success and taking it forward into 2011."

The game is being promoted online through social networking websites such as Facebook, YouTube and MiniClip, an online games site.

Initial feedback from the game's Facebook fans has been positive, with comments such as "The best game on facebook" and "It's such an addictive, and useful game."

The game has already attracted more than 200,000 unique visitors to date, a figure that continues to grow.

56 Sage Street was also named Campaign of the Month by technology and new media magazine NMA in August 2010.

Ed Robinson, Co-founder and Executive Director of digital marketing and media company The Viral Factory, said of the game: "The premise is brilliant; how to work your way up from being a penniless arrival in the city to being one of the great and the good (with advice from Barclays along the way, of course).

"The gameplay is original and simple, the cut sequences nicely realised and the graphics and interfaces are great."

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