Holoride, inflight entertainment with virtual reality for future Audi

Presentations with new content show the potential of Holoride. The start-up visits major video game studios at a roadshow in California. id:75536

Traveling to virtual worlds from inside an Audi will soon be a possibility. In the near future, rear seat passengers will be able to use virtual reality (VR) glasses to immerse themselves in games, movies and presentations. The key: the virtual content adapts to the movements of the car in real time. At a roadshow in California, Holoride visited potential video game studios to attract the best content providers on the startup’s new technology.

Start-up Holoride wants to turn car trips into a multimodal experience. In the future, rear seat passengers will be able to use virtual reality glasses to experience movies, video games and interactive content with much more realism than today. This is possible thanks to a new technology that adapts in real time the virtual contents to the movements of the vehicle while driving: if the car turns to the right, the spaceship of the virtual world will also fly to the right, for example; if the car accelerates, the virtual ship does too. Initiated by Audi, the development of this innovative virtual reality (VR) or extended reality (XR) technology is being advanced and commercialized for different manufacturers by the start-up specialized in technological entertainment systems Holoride. Movement-synchronized travel through virtual worlds also reduces the common phenomenon of car motion sickness commonly experienced by passengers reading a book or enjoying audiovisual media on electronic tablets.

Holoride creates a new category of media: “Elastic content”

Holoride published the so-called Elastic Software Development (SDK) in its recently launched private space Holoride Creator Space, a platform that allows content developers to create additional extended reality formats. The Elastic SDK was created for the Unity game engine and enables developers to access tools for designing immersive gaming experiences and entertainment formats. “Stretchy Content” represents an entirely new media category developed for automobiles that enables a new approach to content creation. From space adventures to streaming the latest blockbusters to historic city tours, the possibilities are virtually limitless.

Virtual time travel in the Audi e-tron in Salzburg

Attendees of the Salzburg Festival were able to test this edutainment format for the first time. In the back of an Audi e-tron, the guests approached various venues that played a special role in the development of the festival. In the electric SUV, passengers experienced historical scenes from the festival through virtual reality glasses. Especially the musical landmarks were the focus of the three-dimensional journey through Salzburg animated via VR.

California Tour

Holoride was first unveiled at CES in Las Vegas in 2019. In collaboration with Disney, Holoride created an action-packed vehicle VR gaming experience, based on the Rocket Raccoon character from Marvel’s Guardians of the Galaxy. On a tour of California from Los Angeles to San Francisco, Holoride visited other video game and production studios to demonstrate the technology’s capabilities to potential partners. The tour also provided an opportunity to present this technology to the trade press, who enjoyed the opportunity to experience the current state of Holoride.

Virtual demonstration tours in Ingolstadt and Munich

Immediately after the roadshow, journalists from Ingolstadt were able to test the possibilities offered by VR entertainment. Participants were invited to navigate a mystical action game through an avatar. Visitors to IAA 2021 Munich, this year under the motto “Let’s talk about progress”, will be among the first to experience the demos with Holoride.

More possibilities thanks to autonomous driving

In the future, the progressive automation of car trips will not only make possible new forms of entertainment while driving, but will also open up more opportunities to learn and work on the road. When drivers no longer have to concentrate on driving in the future, they can turn their attention to other things: working, reading, watching movies … or playing games.

About Holoride

German start-up Holoride is developing an entirely new category of content for passengers, linking extended reality (XR) experiences with real-time vehicle data including physical responses such as acceleration and direction, traffic information, as well as routes and driving times. Holoride’s technology enables a new immersion in all kinds of XR content, creating an impressively immersive experience and, furthermore, significantly reducing the symptoms of motion sickness on board the vehicle.

The entertainment tech start-up was founded in Munich in late 2018 by Nils Wollny, Marcus Kühne, Daniel Profendiner, and Audi, who have a minority stake in the startup. Holoride was awarded “Best of CES” in 2019. In addition, Holoride was selected by Time magazine for its list of the 100 best inventions of 2019 in November of that year, it is part of the global innovation platform STARTUP AUTOBAHN powered by Plug and Play, and earned the prestigious SXSW Pitch accolade in Spring 2021 along with a Best in Show designation.



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