Mattel, AirConsole, And BMW Group Collaborate To Launch UNO® Car Party! For In-Car Gaming At Gamescom 2024
In-Car Gaming, UNO Car Party Launch, BMW, Gamescom2024
09 Sept 2024
Mattel, AirConsole, and BMW Group have launched UNO® Car Party! for in-car gaming, set to debut at Gamescom 2024 in Cologne, Germany. The game will be available in over 500,000 BMW and MINI vehicles starting August 21st, allowing up to four players to use their smartphones as controllers while playing on the car's infotainment system. Gamescom 2024 celebrates the intersection of gaming and technology, making it the perfect platform for this exciting launch.
The global in-vehicle infotainment market was valued at USD 25.5 billion in 2024 and is projected to reach USD 55.9 billion by 2032, growing at a compound annual growth rate (CAGR) of 10.3% during the forecast period (2023-2031).
Gamescom 2024, the world’s largest video game event, is set to attract over 370,000 visitors and more than 1,100 exhibitors from around the globe. As a leading platform for showcasing innovation in gaming, Gamescom offers the perfect stage for Mattel, Inc. (Nasdaq: MAT), AirConsole, and BMW Group to announce the introduction of the iconic card game UNO® for in-car gaming.
The world premiere of UNO® Car Party! will take place at Gamescom in Cologne, Germany, with visitors able to experience the game inside the new BMW X3 at the AirConsole booth (Hall 10.1, Stand B028 - C029). This version of UNO®, designed for in-car entertainment, will be rolled out to over 500,000 BMW and MINI vehicles via AirConsole starting on August 21st.
Stephan Durach, Senior Vice President of BMW Group Development Connected Company and Technical Operations, expressed his enthusiasm: "We continue to increase the value of the overall digital experience for our customers. Our partners AirConsole and Mattel are helping make in-car gaming into a new social experience, and I am thrilled to offer a family-favourite game like UNO for this exciting innovation."
Transforming in-car gaming with UNO® car party!
In collaboration with AirConsole and BMW Group, Mattel has adapted UNO® into a fully connected in-car gaming experience. Players can use their devices to join the game while the vehicle is stationary, transforming road trip breaks into fun gaming sessions. Up to four players can join using their smartphones as controllers while viewing the game on the car's infotainment screen.
This innovation allows each player to discreetly view their cards on their own device, an aspect that CEO of AirConsole Anthony Cliquot highlighted as unique: "UNO beautifully illustrates the strengths of AirConsole with a game accessible to everyone... This is an experience that would be impossible to achieve using only touchscreen or Bluetooth controls on the infotainment system."
Erika Winterholler, Head of Business Development, Digital Gaming at Mattel added "UNO is perfect for in-car gaming because it's highly engaging and brings people together. Its simple rules are easy to learn and endlessly captivating, making it ideal for both short pit stops and extended play sessions."
Innovative in-car gaming by BMW and AirConsole
Since 2022, BMW Group and AirConsole have worked together to bring a wide range of gaming experiences to BMW vehicles. Games like “Who Wants to Be a Millionaire?” have been adapted for in-car entertainment.
AirConsole is now available in BMW and MINI models equipped with Operating Systems 8.5 and 9 and in select markets globally. BMW continues to innovate by offering premium gaming content as part of its Digital Premium and ConnectedDrive packages. This latest collaboration marks another milestone in delivering premium digital experiences in BMW vehicles.
Gamescom 2024: Celebrating creativity and gaming innovation
UNO® Car Party! is set to debut at Gamescom 2024, the world’s largest video game event, held annually in Cologne. Gamers and industry professionals from across the globe come together to celebrate creativity, innovation, and passion for gaming. This year, Gamescom featured major game reveals, live presentations, hands-on demos, and much more, with a diverse range of titles spanning all genres. The event highlights gaming’s role as a cultural and social phenomenon and the launch of UNO® Car Party! demonstrates the growing intersection between gaming and other industries.
Gamescom 2024 runs from August 20 to 24, with a special opening night on August 19. The event promises an exciting lineup of new releases, classic favourites, and ground-breaking gaming technologies, providing something for everyone.
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