Korea Gamifies Driving, Raising Concerns Over Safety and Privacy | Carscoops

      Tmap asserts that it has prevented more than 30,000 crashes, yet Korea's driving score applications are facing scrutiny regarding user data privacy.

      According to the claims made by Tmap, its gamified driving scores resulted in the prevention of 31,366 accidents from 2018 to 2020.

      Millions of Koreans are now engaging in competition for safer driving incentives, which are linked to discounts on insurance.

      Concerns about privacy are arising, reminiscent of lawsuits in the U.S. involving LexisNexis, GM, and others.

      Every major nation aims to enhance road safety. Some implement strict laws and rigorous enforcement, while others harness technology in vehicles. Korea has introduced a new approach that it believes has successfully averted over 30,000 crashes. The twist is that it resembles a game and raises privacy issues related to technology.

      Tmap, the most popular navigation app in the country, claims that its "Driving Score" contributed to the prevention of 31,366 accidents between 2018 and 2020. This figure is based on an internal model that compares accident rates among high-scoring and low-scoring drivers. Although this statistic hasn't been independently verified, it highlights the growing acceptance of gamified safety in Korea.

      The Korea Herald reports that the methodology is straightforward: phones with the Tmap app monitor factors such as acceleration, braking, cornering, and speeding. Smoother driving results in higher scores. These points can be exchanged for rewards like insurance discounts or gift credits. As of late 2024, Tmap announced that there were 19 million users participating, with over 10 million earning rewards.

      Competitors have also adopted similar systems. Kako Map introduced its own version in 2022, Naver Map followed suit in 2024, and rental service Socar has joined the trend. Unlike most countries, these scores are public, incorporated into existing apps that Koreans use daily, and ranked alongside other drivers, allowing everyone to see their standings.

      Chun Ji-yeon from the Korea Insurance Research Institute noted, “It is one of the few competitions where everyone benefits as scores improve. Safer driving reduces accident risks, insurers save on claims, and drivers can save money. This represents a rare alignment of interests.”

      However, as with all connected vehicle technology, safety comes with significant privacy concerns. The collection and sharing of driving behavior data is not exclusive to Korea. In the U.S., companies like LexisNexis and car manufacturers like GM have faced lawsuits related to the sharing of driving data obtained through similar apps with insurers. Critics caution that what begins as voluntary score tracking can quickly evolve into a comprehensive surveillance system with minimal safeguards.

      The pursuit of safer roads is a global objective, and gamified driving appears to encourage drivers to adopt better habits. Nevertheless, the potential cost of this advancement — in terms of sharing sensitive data — remains a pressing concern. Korea's initiative demonstrates the potential benefits of incentives over punishment, while also highlighting the dangers of increased scrutiny that may not be fully acknowledged by users.