Uber launches Backseat Arcade gaming experience

Uber has launched the Backseat Arcade, an in-app retro gaming experience designed to turn travel time into downtime, in partnership with EssenceMediacom, Livewire and Special.

Part of Uber’s ongoing ‘Can’t Do That if You’re Driving’ campaign, the activation challenged the notion that car ownership represents freedom by focusing on what passengers can do when they’re not behind the wheel.

“With the Backseat Arcade we were able to bring our Can’t Do That If You’re Driving platform to life right in the moment, reminding Aussies of all the great things that can happen when you’re not driving,” said Uber Australia’s marketing manager Dan Greenberg.

“Working with EssenceMediacom and Livewire to recreate some classic arcade vibes with the perfect amount of nostalgia is a win-win: bringing some fun to the backseat and rewarding riders for riding with us again,”

Embedding gaming into the Uber ride experience

For two weeks in December, riders had the chance to play Snake, Meteors and Brick Breaker, compete for high scores and unlock discounts of up to 30% off their next trip.

EssenceMediacom and Special’s strategy was to embed gaming into the Uber app, bringing the campaign’s promise of “passenger freedom” to life. The Backseat Arcade was promoted via Uber’s in-app ads.

“Uber Backseat Arcade is a brilliant example of how creativity and technology can transform everyday moments,” said EssenceMediacom Sydney head of strategy Marine Turner.

“We identified the opportunity to go beyond traditional reach into immersive gaming experience and by turning travel time into playtime, we’ve made Uber rides more memorable and rewarding for passengers, while reinforcing Uber’s position as a brand that delivers unique experiences.”

Nearly 20,000 users played during Uber rides, with Snake proving to be the most popular game.

The average play duration was over four minutes, with 90% of users playing for more than one minute and 3,000 repeat plays. 8,000 promo vouchers were won and claimed.

“Our collaboration with Uber, EssenceMediacom and Special showcases the immense potential of gamification to enhance everyday experiences,” said Livewire APAC general manager Adam Fischer.

“By embedding these classic games directly into the Uber app, we’re not just providing entertainment; we’re creating a unique, memorable brand touchpoint that resonates deeply with the gaming community and beyond.”

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