MUNICH–(BUSINESS WIRE)–holoride, pioneer in in-vehicle augmented reality entertainment, today announced the launch of its game-changing platform in Germany. Coming to select Audi cars* in mid-November, the add-on pack combines an exclusive VR space with a moving car to create an experience like no other. Passengers will be ushered into a variety of games and apps that all use live driving information to bring content to life in an entirely new media paradigm, called “Elastic Content.”
Combining the immersive capabilities of virtual reality with real-time vehicle data, holoride is an always-in-motion virtual space, or Motorverse, where riders can enjoy interactive and passive content that reacts to both them and the movement of the car.
“Despite amazing advances in automotive technology over the last few decades, the passenger experience and entertainment in the car has largely remained the same,” said Nils Wollny, CEO and co-founder of holoride. “With the introduction of holoride, we are not only uplifting the outdated experience; we redefine how you spend your time on the go. I couldn’t be more excited for riders to finally enjoy the excitement of the Motorverse for themselves.”
The integration of holoride into vehicles in the Audi select range is a continuation of holoride’s shared history with the German premium car manufacturer. Since 2019, both Audi and holoride have showcased their ongoing partnership on various occasions, including CES 2019, IAA Mobility 2021 and SXSW 2022, where holoride’s vehicle integration with Audi was officially announced.
“By integrating holoride into our models, we are redefining in-car entertainment,” said Giorgio Delucchi, Head of Digital Experience/Business at Audi. “By combining real-time vehicle data and virtual content, we are creating a completely new customer experience. A crucial cornerstone in the vehicle’s digitization is to develop the interior into a third living space. In this very personal space, living and working merge. holoride is another piece of evidence in our roadmap.”
At launch, holoride users will be able to dive into Cloudbreakers: Leaving Haven from Schell Games, the studio that brought Among us to VR. It was produced in collaboration with Superconductor, the creative agency founded by Hollywood talents Justin Lin (Fast & Furious series) and Anthony and Joe Russo (Marvel Cinematic Universe and Netflix’s The gray man). The Russo Brothers also served as creative advisors to Holoride.
Working under the banner of Force Multiplier Studios, writers Brent Friedman and Jeremy Breslau wrote and developed Cloud breakers‘ unique story and universe. Leveraging holoride’s elastic content, the Hollywood veterans created a journey where players guide Dev, his scavenger robot Skyjack and IONE through Stratus’ hostile skies, collecting scrap and blasting AI sentries while simultaneously traveling to their real-world destinations.
As well as bringing new excitement to passengers’ journeys, holoride can also create a more comfortable experience for users. Incidences of motion sickness are greatly reduced thanks to the technology’s use of steering, braking and acceleration data to match what riders see in the headset with what they feel outside the Motorverse, and with almost no delay.
holoride launches with the aptly named Pioneers’ Pack, containing everything needed to jump into this exciting new platform (minus the car), and priced at EUR 699. The pack is available in Germany at shop.holoride.com from 2 .November 2022.
The pioneer package includes:
- HTC VIVE Flow: lightweight and easy-to-use VR glasses that support Holoride’s entertainment service
- 8BitDo Pro 2 Gamepad: offers a familiar user experience in a classic controller design
- Safety strap: connected to the seat belt, the strap provides safety during unexpected events while driving
A one-year subscription to the holoride platform
After the first year, holoride subscriptions will be available for a monthly (19.99 EUR/month) or an annual fee (equivalent to 14.99 EUR per month). Both unlock access to an ever-growing catalog of content. Cloudbreakers: Leaving Haven is leading a launch series of games and edutainment apps that will grow over time with regular updates. In addition, the holoride browser and powerful phone mirroring bring your online life to a 180-inch virtual screen. Built into a motion-synced environment, it allows riders to stream their favorite shows and stay connected via social apps.
To enjoy the Holoride experience, passengers will need the Pioneers’ Pack and a Holoride-ready Audi vehicle (eg Audi A4, A5, A6, A7, A8, Q5, Q7, Q7, Q8, Audi e-tron, Audi e-tron Sportback, Audi e-tron GT*). Starting with Germany, holoride will add more markets starting with the US in early 2023, followed by more European and Asian markets during the year.
*Requirements for using holoride in Audi vehicles: MIB 3 with the latest Software Cluster (as of model year 2023) and the “Audi connect Navigation & Infotainment” option. Also, the EFP control unit must be in place and the ‘Remote Park Assist Plus’ option must not be selected.
Holoride is leading the way in expanding the boundaries of in-vehicle entertainment with its innovative “elastic content”. Founded in 2018 by Nils Wollny, Marcus Kuehne, Daniel Profendiner and Audi, Holoride connects real-time Extended Reality (XR) content with motion- and location-aware vehicle data, such as physical feedback and navigation, to create hyper-immersive XR content and experiences for the passengers.
With holoride, the Metaverse becomes the Motorverse when users take the power and potential of an immersive web3 experience on the road. At the center of it all is RIDE, holoride’s own cryptocurrency, which was developed to supercharge the content ecosystem, drive engagement and create value for all users. The RIDE token connects car manufacturers, content creators, brands and passengers for a new in-vehicle economy.
In March 2021, holoride won the SXSW Pitch in the “Gaming, Entertainment, and Content” category and received the competition’s prestigious “Best in Show” award. The company was also named “Best of CES 2019” by TechCrunch, CNET and Tom’s Guide, and was recognized as one of the “100 Best Inventions of 2019” by TIME Magazine, as well as one of the “100 Most Consumer-Centric Companies of 2022 ” by Forbes.
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Find the launch press kit here.