inDrive brings Moroccan culture into intercity travel with SWAB

Thursday 01 - 22:15

Long-distance travel between Moroccan cities is often measured in kilometres and travel time. inDrive is seeking to add another dimension to that experience by introducing SWAB, a digital game designed to encourage interaction among passengers sharing an intercity ride.

The initiative is being integrated into inDrive’s Ville en ville service, which connects passengers with drivers travelling along similar routes. Rather than treating the journey solely as a means of getting from one destination to another, the concept places social interaction at the centre of part of the travel experience.

SWAB draws on familiar Moroccan expressions, everyday situations and cultural references to create simple prompts that passengers can use during the journey.

A game built around everyday Moroccan language

Available digitally and, in a limited physical edition, as a card game, SWAB is based on questions and scenarios inspired by ordinary social situations.

Its content incorporates darija, Morocco’s widely spoken everyday language, with prompts referring to familiar moments such as saying goodbye, asking for assistance or expressing gratitude. The approach is designed to make participation spontaneous rather than requiring players to learn complicated rules before setting off.

By relying on expressions and situations that are recognisable within Moroccan society, the game seeks to provide an accessible way for passengers to start conversations, particularly when travelling with people they have not met before.

Adding a social layer to intercity mobility

The launch of SWAB accompanies the development of inDrive’s Ville en ville offering in Morocco. The service is designed to connect passengers and drivers heading in the same direction, providing an additional option for travel between cities.

For users, the combination of shared mobility and a conversational game introduces a different perspective on the time spent on the road. Instead of viewing the journey exclusively as a period between departure and arrival, SWAB encourages passengers to use part of that time for interaction.

The initiative is particularly relevant to shared journeys, where passengers may spend several hours together despite having no previous connection.

From university trips to weekend journeys

Intercity travel is part of everyday life for many Moroccans. Students regularly move between their hometowns and university cities, while groups of friends travel for weekends, family visits or short breaks.

These journeys can create long periods of shared travel, but social interaction does not always happen naturally between passengers. SWAB addresses that gap with short questions and situations intended to provide an easy starting point for conversation.

The physical card edition complements the digital format, allowing the concept to be used in a more traditional game format while remaining centred on Moroccan cultural references.

Making the journey part of the experience

With SWAB, inDrive is extending its intercity mobility proposition beyond transportation itself. The initiative combines a shared journey with a collection of cultural prompts intended to encourage conversation and create a more convivial atmosphere inside the vehicle.

The underlying concept is straightforward: when people already share a destination or route, familiar language and everyday cultural references can provide an accessible bridge between them.

For passengers spending hours on the road, the journey can therefore become more than the distance separating two cities. Through SWAB, inDrive is exploring how shared mobility can also create moments of exchange along the way.