Sunday, 21 July, 2019

Audi, Marvel to turn backseat experience into virtual reality adventure

Audi Debuts in-car Marvel VR Experience at CES 2019 CES 2019: Audi Demos In-Car VR Experience With Marvel ‘Avengers’ Game
Roberta Sherman | 10 January, 2019, 05:01

Audi's VR experiment consists of a set of virtual reality goggles that take the human mind into a game titled Marvel's Avengers: Rocket's Rescue Run. As Audi and other carmakers have seen, ride-hailing companies like Uber and Lyft are part of a broader trend of replacing personal vehicle ownership with "mobility as a service" (MaaS), especially as the "passenger economy" is forecast to become a $7 trillion market by 2050, according to a study by Intel and Strategy Analytics.

Using an e-tron battery-electric SUV as a test auto, second-row passengers are transported into outer space, where they are aboard the ship manned by Marvel Studios' Guardians of the Galaxy, including Rocket, as it navigates an asteroid field.

Audi e-tron
Audi Demonstrates In-Car VR At CES With Marvel-Themed E-Tron

Audi is using the new e-tron electric SUV to demonstrate the holoride technology.

Sat in the back seat of an Audi e-tron passengers put on a VR headset, they find themselves transported into the Guardians of the Galaxy ship, piloted by Rocket.

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In order to move forward with this technology, Audi has co-founded a start-up named Holoride, which will then use an open platform to allow automakers and content developers to create additional "extended reality formats" such as arcade games, underwater adventures, space exploration and even educational trips through historical cities. When the vehicle moves, such as making turns or accelerating, players of the VR game experience similar moves in the virtual spaceship piloted by Rocket Raccoon from Marvel's "Guardians of the Galaxy".

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

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

At the beginning of December, Audi announced it will be bringing to Las Vegas a revolutionary new form of entertainment created especially for a backseat passenger.

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"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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