Why in-car gaming is more than entertainment

With the transformation towards the software-defined vehicle, innovation in the automotive industry has shifted from the powertrain to digital architecture. New electrical and electronic structures, zonal computing and high-performance cockpit platforms form the basis for continuous software updates and data-driven business models.

As investment in compute power, sensor fusion and connectivity increases, OEMs face growing pressure to demonstrate visible use cases. These capabilities must be tangible not only to customers, but also to investors. Gaming has therefore moved into focus.

What was once seen as a gimmick is now a strategic application. Whether through cloud streaming, local high-performance computing or real-time vehicle data integration, in-car gaming touches core SDV components. It becomes a benchmark for update capability, platform logic and backend integration — and thus a visible indicator of digital maturity.

Volkswagen brings Pac-Man into the vehicle

Volkswagen is further expanding the gaming offering in selected models. From now on, Pac-Man is available to play on the infotainment display in the parked vehicle via the optional In-Car app AirConsole. The smartphone serves as the controller.

Benjamin Müller

What does Volkswagen Group offer with AirConsole?

Volkswagen Group approaches gaming primarily from a content platform perspective. In partnership with Swiss provider AirConsole, the company has rolled out browser-based casual games across multiple models.

Since 2025, vehicles in the ID. family as well as new generations of Passat, Tiguan, Tayron and Golf (from software version 4.0 onwards) support AirConsole. Approximately 300,000 vehicles in Europe have been enabled.

The technical implementation remains intentionally simple. Gaming is available in parked mode, the central display serves as the console and smartphones function as controllers via QR code. No additional hardware is required.

Audi integrates AirConsole into its Android-based infotainment architecture, including models such as the A5, Q5, A6, A6 e-tron and Q6 e-tron. Vehicles equipped with an MMI passenger display allow gameplay under certain conditions while driving, supported by a privacy mode that limits visibility to passengers.

The strategic emphasis lies in scalability, app-store integration and ecosystem partnerships rather than architectural experimentation.

What does BMW demonstrate with its early AirConsole integration?

BMW was among the first major OEMs to bring AirConsole into series production. Cooperation began in 2022 via BMW Startup Garage and resulted in a market launch in May 2023.

BMW acted not only as integration partner but also as development partner. This early collaboration enabled AirConsole to align with BMW’s software architecture, security requirements and over-the-air update logic.

Games are stored locally within the vehicle and can be expanded via OTA updates. More than ten smartphones can connect simultaneously as controllers. BMW has also explored exclusive partnerships, such as “Uno Car Party”, introduced at Gamescom 2024 in cooperation with Mattel.

In this case, gaming is embedded within BMW’s broader digital product strategy. The focus is on update capability, platform scalability and long-term developer ecosystem integration.

What does Mercedes-Benz offer with cloud gaming and MBUX?

Mercedes-Benz has chosen a cloud-centric approach. At Gamescom 2024, the manufacturer announced a partnership with cloud gaming provider Boosteroid. The application forms part of the MBUX Entertainment Package Plus for vehicles equipped with the third-generation MBUX infotainment system.

AAA titles such as Fortnite or Rocket League are streamed directly from external data centres. The vehicle functions as a high-resolution interface, while computational processing takes place in the cloud.

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The strategic distinction lies in architecture. Instead of emphasising onboard GPU power, Mercedes focuses on bandwidth, latency management and backend integration. Access is subscription-based, and users can access their gaming libraries across devices, including PCs, smart TVs and vehicles.

Gaming here serves as proof of cloud infrastructure capability within the SDV ecosystem.

What does Porsche offer with “Virtual Roads”?

Porsche explores a different path by digitising real driving experiences. Together with Swiss start-up Way Ahead, the company developed “Virtual Roads”, a project that converts real-world routes into playable environments within the racing simulator Assetto Corsa.

Routes are captured via smartphone and an integrated windscreen-mounted camera. Artificial intelligence reconstructs the road geometry and surroundings, generating a 3D environment in under an hour for routes up to eight kilometres.

Porsche’s objective extends beyond casual gaming. The company is evaluating the integration of additional vehicle data such as lateral acceleration and suspension control. This could evolve the concept into a physics-enriched digital twin.

Gaming becomes an immersive interface between real-world driving dynamics and virtual simulation.

What does Ford demonstrate with its Escape Room concept?

Ford adopts a more experimental approach. In the Mustang Mach-E, the company has tested an escape room concept that integrates physical vehicle functions directly into gameplay.

Developed with Ford’s Emerging Technology & Innovation group, the system uses an iOS app to coordinate instructions via the vehicle’s audio system. Components such as electric seats, tailgate, lighting and climate control are integrated into the scenario. During driving, safety-critical systems remain restricted.

The focus is not on content distribution or compute performance, but on the software orchestration of hardware components. Gaming becomes a demonstrator for digital control of physical systems and potential future interaction models.

What does Renault offer with Valeo’s XR gaming integration?

Renault Korea has introduced one of the most deeply integrated approaches with the Filante crossover. The vehicle features Valeo’s extended reality gaming system “R:Racing”, fully embedded within the production architecture.

The system does not rely on additional entertainment hardware. Instead, it utilises existing vehicle sensors, camera systems, motion data and onboard compute resources. What began as the “Valeo Racer Concept” presented at SXSW in 2024 has evolved into a market-ready feature.

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The technical core lies in motion synchronisation. Real-time vehicle dynamics are processed and linked with virtual content, turning the surrounding environment into an interactive game landscape. Acceleration, braking and cornering directly influence gameplay, reducing motion sickness compared with static in-car entertainment.

Strategically, the architectural decision is central. No additional hardware is required. XR gaming becomes a scalable software feature within the existing SDV platform, demonstrating how perception stacks and compute resources can be repurposed without increasing hardware complexity.

What does Tesla demonstrate with Steam integration?

Tesla highlights onboard computing capability. After introducing entertainment features such as karaoke in 2019, the company expanded into high-performance gaming with Steam integration in selected Model S and Model X vehicles.

The underlying hardware reportedly delivers around ten teraflops of computing power, comparable to modern gaming consoles. Games run locally on the vehicle’s integrated hardware, with wireless controllers supported.

Unlike cloud-based approaches, Tesla retains computing within the vehicle. Gaming therefore becomes a visible indicator of central compute performance. The same hardware platform supports driver assistance, visualisation and entertainment functions, underlining the convergence of automotive and consumer electronics architectures.

Why in-car gaming matters beyond entertainment in 2026

Across these OEM strategies, in-car gaming reveals distinct architectural priorities: sensor reuse, platform scalability, cloud infrastructure, digital twin integration or high-performance onboard compute.

The strategic relevance lies less in the individual titles offered and more in what gaming demonstrates. It exposes how updateable a platform is, how deeply software integrates with hardware and how effectively backend ecosystems are managed.

As 2026 becomes a decisive year for software-defined vehicles, in-car gaming has emerged as a measurable expression of SDV capability — driven less by the games themselves than by the underlying architectural decisions.

This article was first published in 2022 and has been continuously updated since.

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