Entertainment on the Go: Automakers Show Off In-Car Gaming Options at CES 2023

Image Source: Reuters

Automakers are getting in on the gaming craze at this year's CES technology trade show. Companies like Sony, Honda, Hyundai, and Volkswagen are all introducing new ways to reshape the in-car entertainment experience, including offering video games during rides.

It's not just about keeping passengers entertained on long car trips, though. Automakers are also positioning themselves to take advantage of the time people spend in their cars as a source of potentially lucrative, recurring revenue. As Dirk Hilgenberg, head of Volkswagen's CARIAD software unit points out, "You could just host the third-party app for a streaming service, or generate joint platforms. You guarantee certain volumes, you guarantee certain revenue."

Of course, it's not a new concept for cars to have entertainment options. The car radio has been a staple for decades, and Tesla elevated the in-car entertainment game by allowing users to watch popular video streaming services like Netflix, YouTube, and Hulu while their vehicle is parked and charging. But now, other automakers are following suit. BMW announced a partnership with Airconsole to bring casual gaming into its vehicles, and Stellantis has plans to add Amazon's Fire TV for Auto to its new SUVs.

Hyundai is taking things a step further by using Nvidia's GeForce Now cloud-based game service to stream games in its cars. And Sony, the maker of the market-leading PlayStation console, is bringing its expertise to the table with its newly christened electric vehicle, Afeela. Developed in partnership with Honda, Afeela will be powered by Unreal Engine 3D technology and promise "best in class" movies, games, and music.

Of course, the auto industry has had to grapple with how to introduce these new features safely and restrict their use to passengers while the vehicle is in operation. Tesla even had to disable a feature that allowed drivers to play games on the car's touch screen while the car was in motion following regulatory attention. But with consumers demanding more and more entertainment options in their vehicles, it's clear that the future of in-car entertainment is looking bright – and packed with even more ways to pass the time on long car rides.