I think you're missing the brilliance of the phone doing the gameplay part. They're building an AI stack for one of the most ubiquitous portable computing devices of our time. One that can be had for $200.
Anki Drive performs real-time planning and control of multiple vehicles. It contends with dynamic obstacles (human drivers don't "stay in their lane") and relatively high speeds. These are non-trivial problems to solve, especially for objects with inertia and latency, and it's a first-step for more sophisticated platforms.
Once you have planning and control, you can start thinking about adding sensors for obstacle detection. And since the customer supplies the computing, it's a relatively cheap upgrade.
So I'm interested in seeing what they do next, and whether they can move beyond toys and entertainment.