Ireland’s first dedicated telematics insurer, has launched an innovative new online game aimed at promoting road safety awareness amongst Ireland’s young drivers.

The announcement comes shortly after the Road Safety Authority (RSA) announced a 15% increase in the number of road deaths in Ireland last year. The age group 16-25 has been at most risk with 17% of fatalities this year being those aged 16-25.

The game reminds players that the RSA considers human behaviour to be the primary cause of 90% of collisions on Irish roads, with distracted drivers contributing to more than 1,400 fatal and injury collisions each year. Driving under the influence of alcohol, remains a key area where awareness amongst young drivers is needed, with alcohol currently a factor in 38% of fatal crashes on Irish roads.

To help combat these concerning trends and the escalating road premiums that face today’s young drivers, created a game that alerts young drivers to these dangerous driving behaviours.

Players are challenged to drive on a virtual road for as long as possible with one point being awarded for every second of driving. The difficulty of play changes frequently through real-life driving scenarios such as changing weather conditions and hazardous objects.

If players don’t successfully combat the obstacles they are knocked out, meaning only the safest and most skilled drivers will make it onto the nationwide leaderboard each week and are eligible to win a range of prizes. By compelling players to consider potential dangers when driving, this awareness can alter real-life driving behaviour.

The game is available to play at entered the market as Ireland’s first dedicated telematics insurer in 2013 with premiums based on actual driver behaviour. A telematics device is fitted behind the dashboard of the car and rewards good driving by keeping costs of insurance down.

Alex Todd, brand manager at MCL Insurance, the operators of said: “We are proud to introduce this game to young drivers, not only for its impressive gameplay but the noble purpose at its heart. The game brings to life everyday driving challenges in an effort to educate our younger motorists on the harsh realities of Ireland’s driving statistics.”

“Young people who have recently passed their test are understandably excited about getting on the road, but they are not necessarily thinking about the very real dangers that exist when driving. A key focus for is to communicate with young drivers about the dangers on our roads and the game provides a great platform to highlight common distractions amongst young drivers such as using mobile phones, drink driving and speeding. It’s the perfect way to say, ‘yes it is fun to go out and drive but it’s important to know the dangers as well’.”

To play the game visit, and to keep up to date with the leaderboard follow @BoxyMo_ie on Twitter and on Facebook.

For more information on telematics and tips on how to improve driving performance visit