Published: Thu, January 10, 2019
IT | By Lester Massey

Experience VR movies and video games at Audi's backseat

Experience VR movies and video games at Audi's backseat

The experience is based on Marvel Comics' Avengers: Rocket's Rescue Run and at its core is a set of VR glasses that syncs with the Audi's movements to give kids the experience of cruising through an asteroid field in a ship manned by the Guardians of the Galaxy, accompanied by a character called Rocket, who will appear in The Avengers: Endgame later this year.

vehicle companies have been using virtual reality (VR) to improve and streamline the manufacturing process as well as the helping pick and customise their new cars before purchase. The rocket ship will then mimic the exact movements of the auto, including turning, stopping, slowing, and accelerating. Those in-car activities for passengers may include VR or augmented reality (AR) experiences such as video games, guided tours through historical cities or other educational content that's tied to the car's movements and surroundings. The tech adapts the virtual content to the car's movements in real time - so if the e-Tron's driver makes a sharp right, in VR you swerve right around a spaceship.

Through one of its subsidiaries, Audi Electronics Venture, the German brand co-founded the start-up it licenced the technology to, Holoride, which plans to commercialise its vehicle data-driven software development kit via an open platform within the next three years.

"The idea is to give people something interesting to do when they're riding as a passenger in a vehicle", says Audi head of digital business Nils Wollny. If the auto turns a tight corner, the player curves around an opposing spaceship in virtual reality.


Audi has always followed its tagline "Vorsprung Durch Technik" which in English translates to "Improving Through Technology".

It's the co-founder of a company called holoride, which has developed technology that mirrors the movements of a real auto in real-time VR.

"We can only develop this new entertainment segment by adopting a co-operative, open approach for vehicle, device and content producers".

"Audi, Marvel and Disney Games and Interactive Experiences are celebrating Marvel Studios' 10th anniversary with an Avengers experience that combines world-class content and innovative technology", said Mike Goslin, Vice President, Disney Games and Interactive Experiences. "In the long term, the continued expansion of car-to-X infrastructure could also see traffic events becoming a part of the experience: Stopping at traffic lights could introduce unexpected obstacles to a game or interrupt a learning program with a quick quiz".

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