Car brands from BMW to Volkswagen lean into in-car gaming

With a potential slowdown in car sales on the horizon — and as drivers’ eyeballs move from roads to screens — automotive brands including BMW and Volkswagen are leading an industry-wide charge into gaming.

Although car manufacturers such as Tesla have flirted with gaming in the past, the romance between automobiles and video games is reaching new levels in 2024.

Last week, Volkswagen announced a partnership with the gaming platform company AirConsole to bring video games into its European vehicles this fall. And on Aug. 15, BMW announced a strategic partnership with Mattel to bring the popular card game UNO into its vehicles, building on the company’s pre-existing partnership with AirConsole, which kicked off last year.

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