The promotion coincides with the game's ongoing Soccer Season 2026 event, which features soccer icon Alex Morgan as the face of the tournament. The initiative targets the significant portion of sports fans—roughly 27 percent—who already use transit time to play mobile games. By equipping vehicles with in-cab tablets, the company aims to turn the transit experience into an extension of the match-day atmosphere.

To secure a ride, passengers must scan QR codes located on Candy Crush posters or the cabs themselves to book a slot. Successfully completing a level on the vehicle’s tablet covers the fare for trips originating at Cooper Classic Cars in Greenwich Village and ending at either Hudson Yards or the Hair of the Dog bar on Orchard Street. According to Luken Aragon, Chief Marketing Officer at King, the campaign is designed to bridge the gap between the stadium and the pre-game experience, framing the commute as part of the competition itself.