Published on December 28th, 2022 | by Sounder Rajen

Why Is BMW Now Introducing Games Into Their New Cars?

BMW is doing this in partnership with AirConsole

BMW has partnered with AirConsole in a move that I can only describe as “questionable,” as the two brands aim to bring casual gaming to new BMW vehicles starting next year. This is similar to what Tesla has just done and just as I did with that brand, I question why BMW is choosing to do this.

AirConsole is a gaming platform that matches the BMW Curved Display and also offers a wide range of games as well. The AirConsole tech will be implemented into the vehicle’s infotainment system allowing games to be streamed over-the-air and is controlled via smartphones but again, I need to ask, why?

On top of that, Stephan Durach, Senior Vice President of BMW Group Connected Company Development, stated, “With AirConsole, we will use innovative technologies combined with a wide range of fun and multiplayer games. This will turn any waiting situation in the vehicle, such as charging, into an entertaining moment.”

So, let’s review what we know so far. BMW is implementing a system similar to what Tesla is doing with Steam but at least Tesla vehicles are self-driving to a certain degree while BMW vehicles are not, so what could possibly be the purpose of this? Just like with Tesla, I only see this as a distraction so what was BMW thinking?

Moreover, Anthony Cliquot, CEO of N-Dream, the company behind the AirConsole, said, “We are very proud to partner with BMW to spur the development of in-vehicle games and look forward to developing new games for in-vehicle entertainment. Our sophisticated architecture combined with the ease of accessibility of our platform will change the way people are entertained in their vehicles.”

However, I still do not see this as anything more than a distraction even if the AirConsole technology is advanced and BMW has all the necessary safety systems in place. After all, the one thing that can always go wrong is the person behind the wheel, and this is something we cannot fix as everyone makes mistakes.

Furthermore, even though the AirConsole system is seamless since the user’s smartphone will serve as a controller, when the driver needs to use the infotainment system for something like navigation or climate control or so on, this game will only be a hindrance.

It will only be made worse if it is a young child playing a game on the BMW infotainment as children are far more emotional and less reasonable since they are young. So what would one do in that situation? Call the BMW Concierge to help? Clearly the situation is just going to be frustrating for all parties then.