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Haymarket: AutoCar
Car Name Game App


Earlier this year, Haymarket announced a partnership with Mubaloo to develop new types of apps that help to complement their media titles, engage readers and attract new audiences.

Understanding that virtually all of its readers own smartphones, Haymarket started with the AutoCar brand. AutoCar has a vast repository of car images from its 100+ year history. One objective was to find a way to utilise the stockpile of images that AutoCar holds to engage car lovers in a fun new game.


Through strategic and creative workshops, Mubaloo and Haymarket discussed how to utilise the repository of images in a game. AutoCar’s app, Car Name Game, is the result of these sessions. Initially created for iOS, the game challenges users, across four different levels of difficulty, to try to determine which car is being shown. For each of the 10 questions, users have three options to choose which car they think it is, though it’s often harder than it seems.

The AutoCar app integrates with Apple’s Game Center allowing players to challenge their friends and attract new players. It also includes social integration, so that players can choose to share their scores via social networks.

The game contains over 200 different cars at launch, with hundreds of new cars and questions to be added over the coming months. Built-in intelligence ensures a player won’t see the same car again, until they’ve made it through all images in the game.

In-app image AutoCar Car Name Game App


Car Name Game is a deeply addictive game that players can quickly go into for a single play in under a minute; or as tends to happen, continue playing to their hearts’ content.

In its first week alone, with no marketing push, Car Name Game saw almost 9,000 games being played by over 1,000 players. In the first month, over 202,000 games were completed. Haymarket has a cross-media campaign, designed to help promote the app after the initial test period, that should see the number of games played increase exponentially.

Already, Haymarket is starting to think how to apply the principles of Car Name Game to some of its other media titles. Other features are planned in the near future.

In-app score AutoCar Car Name Game App

Technical Specification

  • Native iOS app built from the ground up
  • Game Center integration to help users track scores, compare and challenge friends
  • Algorithms built in to prevent the same cars from showing from the same pack
  • Push notifications from Urban Airship to let users know when new packs have been added and new versions of the app are released
  • Deloitte Tech Fast 50 winner 2014
  • Appsters winner for best use of API 2014
  • Ranked as the top app developer outside of the US by research firm Clutch
  • UXUK Winner 2014
  • Mubaloo innovation lab

Company registration number: 0‌6770774.

Registered address: Mubaloo, 3 Grosvenor Gardens, London, SW1W 0BD