Google and TfL gamify London’s Tube network

Google and Transport for London (TfL) have unveiled a tube challenge for Android users.
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Tech giant Google has teamed up with Transport for London (TfL) for the launch of a real-life challenge for Android users.

Titled the ‘Google Pay Tube Challenge’, the game allows users to collect virtual badges by touching in and out with Google Pay, unlocking new information about the network.

Participants will be in with a chance of winning the search engine’s Pixel 9 handset or Santander Cycle Day Passes.


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Emma Strain, customer director at TfL, said: “We are excited to partner with Google Pay on their ‘Tube Challenge’ within Google Wallet. This innovative challenge offers customers a fun and engaging way to explore the Tube and Elizabeth line network, collect digital station badges, and learn facts about the places they are travelling to across London.

Stephen Ratcliffe, Google Pay EMEA lead, added: “We’re thrilled to collaborate with TfL to bring a new level of excitement to traveling on the Tube. With Google Wallet, users can unlock station badges, learn fascinating facts, and potentially win prizes while exploring the city’s iconic network.”

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Google and TfL gamify London’s Tube network

Google and Transport for London (TfL) have unveiled a tube challenge for Android users.

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Tech giant Google has teamed up with Transport for London (TfL) for the launch of a real-life challenge for Android users.

Titled the ‘Google Pay Tube Challenge’, the game allows users to collect virtual badges by touching in and out with Google Pay, unlocking new information about the network.

Participants will be in with a chance of winning the search engine’s Pixel 9 handset or Santander Cycle Day Passes.


Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning


Emma Strain, customer director at TfL, said: “We are excited to partner with Google Pay on their ‘Tube Challenge’ within Google Wallet. This innovative challenge offers customers a fun and engaging way to explore the Tube and Elizabeth line network, collect digital station badges, and learn facts about the places they are travelling to across London.

Stephen Ratcliffe, Google Pay EMEA lead, added: “We’re thrilled to collaborate with TfL to bring a new level of excitement to traveling on the Tube. With Google Wallet, users can unlock station badges, learn fascinating facts, and potentially win prizes while exploring the city’s iconic network.”

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