Rev up your ride: Gamification for drivers and passengers in the automotive future

Jul 3, 2023 by John Makin



In brief

  • Gamification is an emerging trend in the automotive industry. It could help improve the user experience in-vehicle 
  • Gamification has many use cases (e.g., it could revolutionize driver training by turning it into a fun and interactive experience through simulations) 
  • With gamification, the journey is set to become as exhilarating as the destination. Our UX experts can help you apply gamification to your vehicles 


The automotive industry has always been a pioneer in embracing technology and innovation. From inventing advanced driver assistance systems (ADAS) to developing electric vehicles and autonomous cars, this industry has continually transformed our driving experience. Now, another exciting trend is pulling into the fast lane — gamification. Imagine turning your everyday drive into an engaging, interactive and rewarding journey for both drivers and passengers. 

But first, let's park and briefly touch upon what gamification is. It's the art of applying game elements such as points, levels, challenges and rewards, to traditionally non-game contexts. This tactic has proven successful in a variety of sectors, from education and fitness to workplace productivity. So, why not take the thrill of gaming to our roads? 


Here's how gamification might revolutionize driving and provide a fun, interactive journey for passengers:


Interactive driver training: Picture learning to drive not as a necessary chore, but as a fun and engaging game. Gamified simulations could make driver training an exciting experience. Simultaneously, passengers could also engage with interactive modules to understand safety rules and assist in navigation tasks. 


Promoting eco-friendly driving: An eco-friendly drive could be a team effort with gamification. A system could reward drivers and passengers for maintaining efficient habits like optimal air conditioning usage or minimal wastage through correct usage of in-car facilities. These points could later translate into real-world perks, inspiring everyone in the vehicle to be more green. 


Interactive traffic management: A gamified system could involve passengers in traffic rule adherence. Games that educate passengers about traffic signals, road safety norms and the importance of seatbelts could instill a sense of collective responsibility and make journeys safer. 


Health and wellness: The focus on well-being is more important now than ever before. Gamification could encourage drivers and passengers to maintain good posture, take regular breaks and participate in stress-relief activities during rides. A vehicle-wide wellness competition, anyone? 


Immersive in-car entertainment: Imagine an in-car system that transforms into a gaming console, creating an immersive entertainment experience for passengers. Interactive games, quizzes and challenges could be tailored to the journey duration and the passengers' preferences, keeping everyone engaged and entertained. 


Enhanced user experience: Automakers could use gamification to offer a personalized experience for all occupants. From customizable digital environments that mimic popular video games to virtual assistants that celebrate your journey milestones, the opportunities to elevate the in-car experience are endless. 


Vehicle maintenance education: Gamification could encourage passengers to learn about vehicle maintenance. Interactive modules could explain the significance of oil changes, tire rotations and other preventive measures, making car upkeep a collective responsibility. 


In integrating game elements into the driving experience, safety must remain a priority. The design of these systems must ensure that while they entertain and engage, they don't distract from the crucial task of safe driving and responsible passenger behavior. 


Winning the automotive future with gamification


With gamification, the journey is set to become as exhilarating as the destination. The future of the automotive industry is not just about moving from point A to point B, but making the journey enjoyable, rewarding, and engaging. So, strap in and get ready for the gamified automotive future — an experience that promises fun and excitement at every turn. Contact one of our UX experts to help you apply gamification to your in-car experience. 


Commercial vehicles


This principle is especially applicable to commercial vehicles where driving behavior and fuel costs are significant drivers of safety and cost. 



John Makin , Business Strategy and GTM lead, Luxoft Automotive

John Makin author linkedin

Business Strategy and GTM lead, Luxoft Automotive

As Senior Director in Luxoft Automotive, John is responsible for creating and implementing GTM and business strategies. He’s established Luxoft’s vision as “accelerating the transformation to software-defined vehicles.” Previously, John held the role of chief technology officer for a large organization involved in complex IT outsourcing; here he gained insights and in-depth experience in the automotive, government, utilities and financial services industries. He is married with two children and when time allows, he enjoys power kiting, fly fishing, shooting and flying model stunt helicopters.

John Makin , Business Strategy and GTM lead, Luxoft Automotive

John Makin author linkedin

Business Strategy and GTM lead, Luxoft Automotive