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Holoride’s in-car VR tech is coming to Audi this summer – TechCrunch


Virtual reality is coming to mass-produced vehicles this summer, starting with Audi sedans and SUVs.

Holoride announced Saturday at the SXSW film, music and technology conference in Austin that its headphones virtual reality entertainment system will launch in June on select Audi models with the latest MIB 3 software. The announcement is a major milestone for the startup that spun off Audi a few years ago; it also signals the growing interest of automakers in finding new ways to capture consumer attention.

The Holoride system combines the physical world of rear-seat passengers with augmented reality for a motion synchronous travel when the car is in motion. The system is brand agnostic, which means other automakers may also support it.

Holoride’s partnership with Terranet, a Swedish ADAS software development company, enables the VR system’s sensors and software stacks to quickly and accurately capture and interpret the environment . Terranet’s VoxelFlow system calculates VR motion based on data points received from the vehicle.

The software for building VR content for cars is also open source, allowing developers to create content and ultimately make money.

holoride VR set in Audi

Currently, the only additional cost to using a VR system is a headset, but automakers and developers have limitless potential to generate revenue from car owners by selling services. subscription service or charge for certain features. According to a report by Allied Market Research, the global automotive virtual reality and AR market is predicted to reach $674 million by 2025.

Bringing VR entertainment into mass-produced cars is also an early step toward developing the kind of content that passengers can use when driverless cars arrive. Holoride and Audi, which owns part of the Munich-based VR company, hope to soon establish a foothold in tech-driven self-driving cars – and the prospect for the near future is to garner more sales. more revenue from human-driven vehicles.

Holoride thinks the future market opportunity for in-vehicle content and entertainment is huge because once driverless cars start hitting the market, everyone will become a passenger.

Being first also allows them the opportunity to establish a new media category that Holoride calls “Elastic Content.” Whether you’re operating a UFO or a submarine from behind a headset, the VR . system adapt to the movement of the car let your VR journey mimic the acceleration, turning, and stopping of a car.

According to Holoride and Audi, the opportunities are limitless. Passengers will be able to purchase or collect NFTs, powered by Elrond’s blockchain, while touring the virtual world. Location-based games can connect the virtual world with real-world places or events, like Pokemon Go.

Of course, motion sickness is a major concern in VR. Holoride says that synchronizing with vehicle movement reduces symptoms.

The company is based in Munich, raised 12 million dollars last year at a $30 million valuation, debuted a prototype of a VR system at CES in 2019, taking reporters on a spin around the Las Vegas Motorway. Colorful virtual reality world created with Disney and other partners. Some journalists felt dizzy, while others reported feeling fine.



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