Rick Garson

How is Audi using Extended Reality in Their New Ca

By Rick Garson, April 29, 2019

How is Audi using Extended Reality in Their New Ca
Audi has just created the ultimate backseat ride, and Disney has something to do with it. The German automaker just debuted Holoride in Las Vegas during the 2019 CES consumer technology show. Holoride will launch as a company in February and begin bringing the Extended Reality (XR) experience of movies and games for both children and adult passengers within the next three years. During the demonstration at a racetrack in the desert about 20 minutes from the Strip, news reporters put on an Oculus headset and got into the backseat of Audi’s new e-Tron electric vehicle. Then, the wild and crazy fun began. Disney’s “Marvel’s Avengers: Rocket’s Rescue Run” blasted journalists into a space adventure like no other. The XR journey perfectly matched every movement of the car as passengers shot at enemies during the spaceship ride. Each XR experience would be different and unique depending on the road the car is traveling on. For instance, when the Audi car speeds up, slows down or comes to a halt, the Holoride journey would adapt to what the car is doing. The real movement of the vehicle determines the kind of spaceship adventure for the backseat passenger who is lost to reality and enjoying the disconnect from an otherwise typical, boring transit. Holoride also believes this kind of XR experience can help cut down on motion sickness. It’s all about synching a computer game with a car’s movements and bringing a story to the backseat ride. Audi, Disney Games, and Interactive Experiences developed “Rocket’s Rescue Run” to demonstrate how virtual content can be adapted to the movements of the vehicle itself in real time. The collaboration hopes to attract content developers to purchase Holoride’s software kit and begin imagining new adventures that could be offered on a Holoride app shortly. The passenger is becoming the next big market, and Holoride wants to entertain backseat guests who also enjoy using ride-sharing services like Uber and Lyft. The company hopes to make the in-car entertainment available to other automakers, so the concept explodes on the market. Soon, staring out the window from the backseat might become a thing of the past. Think about it; who needs the radio when Extended Reality can deliver a space adventure for passengers? This article was originally published at RickGarson.org

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