×
You will be redirected back to your article in seconds

CES 2019: Audi Demos In-Car VR Experience With Marvel ‘Avengers’ Game

Is the next frontier for virtual reality on the roadways?

At CES 2019, German automaker Audi is showing off a new in-car VR system, designed to let backseat passengers watch movies, play video games and experience interactive content using a virtual-reality headset. The interesting wrinkle: the VR content can respond to the movements of a vehicle in real time.

Audi is demonstrating the system in Las Vegas this week with “Marvel’s Avengers: Rocket’s Rescue Run,” a prototype VR game developed by Disney Games and Interactive Experiences, using an Oculus Rift VR headset outfitted in its Audio e-tron electric vehicles.

In “Marvel’s Avengers: Rocket’s Rescue Run,” passenger players are flying through an asteroid field together with Rocket — and the Audio e-tron becomes the virtual embodiment of the Guardians of the Galaxy ship. For example, if the driver takes a right turn, the ship in the VR game also veers to the right around an opposing spaceship. If the Audi e-tron accelerates, the ship in the experience does the same.

“While this CES demo was developed purely in the spirit of exploration and experimentation, we are constantly evaluating emerging technologies to enhance our stories and experiences,” Mike Goslin, VP of Disney Games and Interactive Experiences, said in a statement.

The companies noted that they’re longtime partners: Audi, whose parent company is Volkswagen, and Marvel Studios first teamed up with the appearance of the Audi R8 in 2008’s “Iron Man.”

To launch the VR system commercially, Audi Electronics Venture co-founded a startup company, Holoride, which plans to license the virtual-reality entertainment platform — designed to use standard VR glasses for backseat passengers — to other carmakers and content developers within the next three years. Audi is spinning off Holoride, in which the automaker will retain a minority stake.

Down the road, other traffic events could become part the VR experience, according to Audi. For example, stopping at traffic lights could introduce unexpected obstacles in a game or interrupt a learning program with a quiz. “Creative minds will use our platform to come up with fascinating worlds that turn the journey from A to B into a real adventure,” said Nils Wollny, head of digital business at Audi who’s been tapped as the future CEO of Holoride.

More Digital

  • YouTube logo

    YouTube Denies Report That It's Exiting Scripted Dramas, Comedies

    YouTube claims it is not pulling up stakes from original entertainment — denying a report by Bloomberg over the weekend that the Google-owned video service was cancelling plans for “high-end dramas and comedies” and had stopped taking pitches for “expensive” scripted shows. In a statement, a rep said, “YouTube denies the report” and cited its [...]

  • Apple to Launch New Apple TV

    This Is What Apple's New TV Service Will Actually Look Like

    Apple unveiled its much-anticipated video service at a press event in Cupertino Monday, promising a range of originals via its forthcoming Apple TV+ service as well as easy access to third-party video subscription services. But while many of the big names attached to Apple’s video efforts were known beforehand, one significant detail wasn’t: How are [...]

  • Apple Announces Gaming Subscription Service

    Apple Announces Gaming Subscription Service Apple Arcade

    Apple detailed its long-rumored gaming subscription service during a special event it held in Cupertino, California Monday. Apple Arcade is the world’s first game subscription service for mobile, desktop and living room, the company said. With a single subscription, you get access to more than 100 new and exclusive games. The games won’t be on [...]

  • Apple News Announcement

    Apple Unveils $9.99 News Subscription Service Dubbed Apple News+

    Apple unveiled a news subscription service called Apple News+ at its services event in Cupertino, Calif. Monday. The $9.99 service gives paying subscribers access to over 300 magazines as well as select newspapers and premium digital news services. “We believe in the power of journalism and the impact it will have on your lives,” said [...]

  • Katie Drummond - Vice Digital

    Vice Names Katie Drummond Senior VP of Digital

    Katie Drummond, who has worked as an editor in digital media and publishing for a decade, joined Vice Media as senior vice president of Vice Digital. Drummond comes on board to take over many of the duties of Ciel Hunter, who left Vice in January as global head of content for Vice Digital after more [...]

  • Apple Event: How to Watch Live-Stream

    How to Live-Stream Today's Apple Event

    Monday is the coming-out party for Apple’s Hollywood ambitions: After years of trademark secrecy about its plans to stream into video entertainment, the tech giant is set to pull back the curtain at a media event. The live program kicks off at 10 a.m. PT / 1 p.m. ET, on Monday, March 25, from the [...]

  • Google Stadia Is a Net Neutrality

    Google Stadia Is a Net Neutrality Nightmare

    At the Game Developers Conference (GDC) this year, Google announced that it has taken up the long and ever-lengthening dream of the video game streaming service. Meant to replace the hefty, pricey, altogether confounding experience of buying and using various gaming hardware, Google Stadia will run video games on Google’s own hardware in a server [...]

More From Our Brands

Access exclusive content