Automakers Embrace Gaming for Enhanced Entertainment Experiences
As automobiles continue to evolve, automakers are increasingly turning to gaming to enhance the in-car entertainment experience. With vehicles being positioned as unique destinations for gaming experiences featuring augmented and virtual reality, gaming has joined the ranks of movies, television, and music as the primary focus of a vehicle’s onboard entertainment system. According to McKinsey, in-car entertainment could generate a staggering $30 to $60 billion in value by 2030.
Exclusive In-Car Gaming Content and Partnerships
Automakers are competing to offer exclusive gaming content in their vehicles as a way to differentiate their products through enhanced entertainment experiences. BMW, for instance, has partnered with Swiss startup N-Dream to offer its platform, AirConsole, which consists entirely of casual games that support local multiplayer and is accessed through the dashboard and controlled using smartphones. Meanwhile Sony and Honda are collaborating on a newly built electric car, more about that on Gameforest.
This focus on exclusive gaming content and collaborations presents game developers with an opportunity for incremental revenue without additional work. However, it’s important to note that the monetization of games typically occurs outside of the vehicle, either through free games or logging into existing accounts.
Cutting Through the Noise with In-Car Entertainment Systems
Developers can leverage a car’s entertainment system to cut through overcrowded storefronts and reach new players. As cars are increasingly resembling luxury home theater systems, developers of highly immersive games, supported by sensory inputs such as haptic activation in seats, may see additional opportunities.
Bundling Gaming and Automotive Subscriptions
Partnership opportunities exist to bundle gaming subscription services with automotive subscriptions, which can boost revenue for both parties. Car manufacturers offer incremental opportunities for developers to provide everything from casual games to VR experiences within vehicles.
The Future of Augmented Reality Experiences in Cars
Future opportunities for game developers lie in augmented and mixed reality experiences, where the vehicle’s windshield can become a canvas for creative minds. Developing bespoke gaming content exclusively for manufacturers’ vehicles could, eventually, become a key selling point for consumers.
Connected Cars and Gamified Experiences
Game developers can create gamified experiences for drivers and passengers through connected cars, potentially leading to network effects and proprietary social networks within vehicles. Automakers are exploring the possibility of in-car entertainment through gamification and socialization, following the model used in fitness apps like Peloton. Ride-hailing services like Lyft and Uber also have the opportunity to offer gaming experiences as an approach to retain and monetize users.
Choosing the Right Distribution Platform
With the in-car gaming space still in its nascent stage, developers and publishers must focus on partnering with the right distribution platform to reach automakers. Developers and publishers of local multiplayer games should prioritize a platform that supports in-car entertainment or speak with automakers directly about an exclusive deal.
Addressing Safety, Technical, and Business Concerns
While the potential for cars to become the preeminent place for gaming is exciting, developers must consider safety, technical, and business concerns. Developers should keep in mind the car’s internet connection, exclusive deals, and potential risks of lawsuits or negative publicity if a game contributes to an accident. Although lucrative opportunities abound for game developers in this space, they must exercise caution to keep all parties involved safe and content.
Conclusion
As technology and digitalization continue to permeate the automotive industry, opportunities arise for game developers and publishers to create games and social, gamified experiences for drivers and passengers alike. Ride-hailing services, fitness companies, and automakers themselves all stand to benefit from these innovations. However, success for developers and publishers hinges on partnering with the right distribution platform and addressing safety concerns. Cars could become the preeminent place for gaming in the future, as demonstrated by automakers like BMW and their prioritization of local multiplayer games. Developers and publishers must navigate safety risks and consider both technical and business aspects of in-car gaming in equal measure. While the future of AR-powered, gamified driving and social networks is speculative, there are massive potential rewards for developers who successfully traverse this new terrain. As it stands, ignoring the opportunity for in-car entertainment may leave untapped revenue and new audiences on the table for game developers.