LAS VEGAS, Jan 5 (Reuters) – What began as an innovation Elon Musk offered to Tesla (TSLA.O) house owners have changed into desk stakes in new technology electrical automobiles.

Automakers from Sony Honda to Hyundai are presenting methods to reshape the in-car leisure expertise, together with by providing video video games whereas driving, on the CES 2023 tech commerce present this week. They’re positioning themselves to capitalize on the time individuals spend of their automobiles as a doubtlessly profitable, recurring supply of earnings.

“That is an space that may be deployed in a short time,” mentioned Dirk Hilgenberg, president of Volkswagen AG. (VOWG_p.DE) CARIAD software program unit advised Reuters at CES. “You’ll be able to solely host third-party app or construct companion platforms for a streaming service. You assure sure volumes, you assure sure income.”

Whereas automotive radios have been a staple of in-vehicle leisure for many years, Tesla automobiles have reset client expectations with the flexibility to look at well-liked video streaming companies like Netflix. (NFLX.O)YouTube and Hulu whereas the automotive is parked and charging.

In December, Tesla launched a “vacation replace” to its software program so as to add entry to 1,000 PC video games through the Steam platform.

Different automakers have achieved the identical. In October, BMW (BMWG.DE) introduced a partnership with AirConsole to carry informal gaming to its automobiles. stellantis (STLA.MI) introduced final 12 months Amazon.com Inc’s plans so as to add (AMZN.O) From the Hearth TV for Auto to the brand new Wagoneer and Grand Wagoneer SUVs.

In Las Vegas, South Korean automaker Hyundai Motor Co. (005380.KS) It mentioned it will use know-how developed by Nvidia Corp. (NVDA.O)an organization with chips that energy laptop video games to stream video games in automobiles.

Nvidia’s cloud-based gaming service, often known as GeForce Now, will present entry to over 1,000 titles and free-to-play video games like Fortnite from PC recreation shops like Steam. China’s BYD (002594.SZ)and Swedish electrical car model Polestar can also be working with Nvidia.

Japanese Sony (6758.T)The maker of the market-leading PlayStation online game console mentioned at CES on Wednesday that its newly christened Afeela electrical car will likely be powered by the identical Unreal Engine 3D know-how utilized in video video games.

Sony, Honda Motor Co. It promised “best-in-class” films, video games, and music, though it supplied few particulars in regards to the instrument it developed in partnership with . (7267.T)

“Fixed software program updates and excessive efficiency computing are required to make sensible mobility occur,” Yasuhide Mizuno, CEO of Sony Honda Mobility, mentioned on the commerce present.

The auto business is grappling with how you can safely introduce these new options and limit occupants’ use whereas the automotive is operating.

Tesla was the main target of regulators in 2021 after experiences {that a} function allowed drivers to play video games on the automobiles’ tablet-like touchscreen. Tesla disabled the function whereas the automotive was in movement.

Hilgenberg mentioned Volkswagen is creating self-driving automobiles on the freeway or in a visitors jam, which may give drivers and passengers extra time to look at movies or play video games. Nevertheless, these automobiles may have security techniques that may flip off recreation or video shows to the driving force if situations make automated driving unsafe.

Nonetheless, these are options that buyers demand, so VW is in search of partnerships at CES.

“We will see individuals in some areas say, ‘Do not you’ve got this? I am not shopping for,'” Hilgenberg mentioned. “We’ll see that the content material supplied by the software-enabled performance … will likely be a deciding issue for the acquisition.”

Reporting in Las Vegas by Daybreak Chmielewski and Joseph White Edited by Ben Klayman and Matthew Lewis

Our requirements: Thomson Reuters Trust Principles.