Driving Into the Future: Car Brands Embrace Gaming to Captivate ConsumersAs the automotive industry faces the prospect of a potential slowdown in car sales, major automakers are turning to an unlikely ally to engage and entertain their customers: video games. Brands like BMW and Volkswagen are leading the charge, forging partnerships with gaming platforms and content providers to bring the immersive world of interactive entertainment into the driving experience.

Revving Up the In-Car Gaming Experience

Partnering for Seamless Integration

Volkswagen's recent announcement of a collaboration with the gaming platform AirConsole marks a significant step forward in the integration of video games into European vehicles. This partnership, set to launch this fall, will allow Volkswagen owners to enjoy a diverse array of games directly from their car's infotainment system. Complementing Volkswagen's move, BMW has also taken a strategic approach to gaming integration. The German automaker has partnered with Mattel to bring the beloved card game UNO into its vehicles, building upon its existing collaboration with AirConsole. These partnerships demonstrate the automakers' commitment to providing their customers with a multifaceted in-car entertainment experience.

Addressing the Demand for On-the-Go Gaming

The growing interest in in-car gaming is a direct response to shifting consumer preferences and behaviors. As drivers spend more time in their vehicles, either waiting for their electric cars to charge or navigating the transition to fully autonomous driving, the demand for engaging entertainment options has surged. Automakers recognize that satisfying this desire for gaming can enhance the overall driving experience and cater to the evolving needs of their tech-savvy customers.Tesla, a pioneer in the in-car gaming space, has long capitalized on the natural waiting periods that come with owning an electric vehicle. As drivers waited to charge their Tesla vehicles, the company offered a range of games and entertainment options to help pass the time. Now, with more automakers entering the electric vehicle market, they are following a similar strategy to keep their customers engaged and entertained during those pivotal moments.

Anticipating the Autonomous Future

However, the potential for in-car gaming extends far beyond the brief moments of charging or waiting. As the industry moves towards fully autonomous vehicles, the focus shifts from the road to the interior of the car. With drivers no longer needing to concentrate on the driving task, their attention can be directed towards the various entertainment and productivity options available within the vehicle.This shift in focus presents a significant opportunity for automakers to capture the attention of their customers. Jackson Vaughan, a managing partner at the gaming-focused venture capital firm Konvoy Ventures, notes that "as eyeballs shift from the road to screens within the car, there's a significant opportunity for these car companies to capture that attention."

Integrating Seamless Gaming Solutions

BMW's partnership with AirConsole has served as a crucial stepping stone in the automaker's journey to deliver a seamless in-car gaming experience. As the first automotive partner for AirConsole, BMW has provided invaluable insights and learnings that can be applied to future collaborations with other original equipment manufacturers (OEMs).The integration of such sophisticated gaming solutions, however, is not without its challenges. Andrin von Rechenberg, the founder of AirConsole, emphasizes that "bringing such a sophisticated gaming solution to another OEM's infotainment system always requires a platform-specific software integration to provide a world-class in-car gaming experience."

Aligning with Brand Values

BMW's foray into in-car gaming not only serves to entertain its customers but also aligns with the brand's core values. Stefan Putz, the vice president of development, entertainment and apps at BMW Group, highlights the importance of creating "moments of digital joy" for customers, as this directly contributes to the brand's promise of delivering an exceptional driving experience.By leveraging partnerships with gaming platforms and IP holders, BMW is signaling its continued commitment to engaging with the gaming audience, despite its decision to divest from esports in 2023. The casual multiplayer games offered through AirConsole are seen as a natural fit for BMW's brand positioning and its desire to enhance the overall driving experience.

Paving the Way for a Gaming-Centric Future

As more automakers follow the lead of Volkswagen and BMW, the automotive industry is poised to witness a surge in gaming-centric innovations. The potential for in-car gaming to capture the attention of drivers and passengers alike is undeniable, and the industry is gearing up to capitalize on this emerging trend.The partnerships and integrations being forged today lay the groundwork for a future where the driving experience is seamlessly intertwined with the world of interactive entertainment. As the automotive landscape evolves, the fusion of cars and gaming promises to redefine the way we think about mobility and the way we spend our time on the road.