New York City is already electric on game day, but Candy Cabs NYC may be the sweetest way to ride through the soccer season. Candy Crush Saga® is bringing its colorful world off the phone and into Manhattan with Candy Cabs, a fleet of interactive rides where fans can play a Candy Crush level in the cab and unlock a complimentary ride if they beat it before arriving.
Launching June 30, Candy Cabs NYC transforms game-day travel into part of the celebration. Whether fans are heading to a watch party, fan zone, sports bar, or post-match gathering, the ride becomes its own mini tournament. Each cab is equipped with an in-cab tablet featuring live Candy Crush Saga gameplay, giving riders a chance to match, win, and maybe ride for free.
This playful activation arrives as part of Candy Crush’s Soccer Season 2026, the annual in-game tournament headlined by soccer icon Alex Morgan. Since June 9, players have been collecting Blue Candies, climbing competitive leagues, and competing for exclusive rewards. Morgan brings the spirit of the “game between games” to life, reminding fans that the excitement begins long before kickoff.
For U.S. sports fans, that pregame energy is real. According to an Atomik Research survey commissioned by Manifest on behalf of Candy Crush, 52% of fans ages 18 to 40 say their game-day experience starts hours before the first whistle. The same survey found that 27% play games on their phones while in transit, and 23% jump back in during halftime. In other words, Candy Crush knows exactly where the fun is hiding: in the wait, the ride, the pause, and the countdown.
The Candy Cabs NYC experience is simple. Fans scan a QR code on Candy Crush fly posters or Candy Cab vehicles around Manhattan to reserve a slot. Once inside, they complete a Candy Crush level on the in-cab tablet before reaching their destination. Beat the level, and the ride is complimentary.
Pickups begin at Cooper Classic Cars in Greenwich Village, with drop-offs at Hudson Yards Public Square & Gardens or Hair of the Dog at 168 Orchard Street. It is a New York kind of adventure: part taxi ride, part challenge, part candy-colored victory lap.
“Game day isn’t just about the match, it’s about everything that leads up to it,” said Luken Aragon, Chief Marketing Officer at King. “Candy Crush has always made those in-between moments more fun, and with Candy Cabs we’re bringing that spirit to life in a way only Candy Crush can.”
Alex Morgan echoed that energy, sharing that the journey, anticipation, and build-up are all part of what makes sports special. As a two-time FIFA Women’s World Cup Champion, Morgan knows the rhythm of game day well, and her partnership with Candy Crush makes this Soccer Season feel like a bright, playful full-circle moment.
Fans can follow the experience on Instagram and TikTok at @CandyCrushSaga or visit candycrushsaga.com. Candy Crush Saga® is free to download on iOS and Android.
In a city that never sits still, Candy Cabs NYC gives soccer fans one more reason to play before the whistle blows.