As the automotive industry faces a potential slowdown in car sales and a shift in consumer attention from driving to screen-based activities, leading car manufacturers like BMW and Volkswagen are embracing the gaming trend.
These companies are increasingly integrating video games into their vehicles as part of a broader strategy to engage customers and enhance the driving experience. This trend is particularly noticeable in 2024, with significant moves by major players in the automotive sector.
Volkswagen recently announced a partnership with AirConsole to bring video games to its European vehicles starting this fall. This move follows BMW’s announcement of a strategic alliance with Mattel on August 15, which aims to incorporate the popular card game UNO into BMW vehicles.
This partnership builds on BMW’s existing relationship with AirConsole, which began last year, showcasing a growing trend among automotive brands to incorporate entertainment options directly into their cars.
BMW and Volkswagen Embrace In-Car Gaming as Automotive Industry Shifts Toward Digital Engagement
Stefan Putz, VP of development, entertainment, and apps at BMW Group, highlights that offering in-car gaming satisfies market demands and helps modernize the brand. While gaming may not be a primary purchasing criterion, it contributes to the overall product appeal. The integration of such features is seen as a way to avoid being perceived as outdated, signaling a shift toward more innovative and customer-centric offerings.
Tesla’s early adoption of in-car gaming capitalized on the downtime associated with electric vehicle charging, aiming to keep drivers entertained. As more automakers enter the electric vehicle market, they are adopting similar strategies.
The long-term potential of in-car gaming, however, extends beyond mere entertainment during charging periods. With the advent of fully autonomous vehicles, drivers will have more opportunities to engage with in-car content, making it an attractive area for both car manufacturers and advertisers.
Currently, BMW offers 20 games, including “UNO Car Party,” in 500,000 vehicles equipped with BMW Operating Systems 8.5 and 9. Players use their smartphones as controllers while the car’s front console serves as the display.
BMW’s foray into gaming reflects a broader industry trend, with other car manufacturers likely to follow suit. AirConsole’s experience with BMW has provided valuable insights into integrating gaming with automotive infotainment systems, potentially leading to a surge in automotive gaming solutions across the industry.
