Today, we are excited to announce that PRELOADED is working with holoride to imagine the future of in-car-entertainment. As part of a main stage presentation at SXSW, holoride announced PRELOADED as a launch partner for their new in-car XR platform launching later this year.

holoride takes everyday journeys and transforms them into hyper-immersive experiences by combining navigational and car data with XR. In doing so, holoride is creating a completely new content and media category: Elastic Content. This technology has the power to change backseat entertainment forever, opening up a new layer of immersion in games, educational content, and many more use cases.

Beginning in June 2022, Audi will be the first automobile manufacturer in the world to deliver holoride-ready experiences through its vehicles’ MIB 3 infotainment system. Adding holoride to Audi series vehicles is enabling a new form of in-car experiences by using motion-synchronised car and location-aware data with XR content in real-time. The company has also partnered with HTC VIVE to deploy holoride technology in the lightweight VIVE Flow headset.

Nils Wollny, Founder and CEO of holoride, said: “The magic happens when the digital world collides with the physical world to create a new type of experience. That’s what Metaverse means to us. And that’s why we’re bringing cars to it, the real-world component that adds to the overall experience.“

Matt Vernon-Clinch, Strategy Director at PRELOADED, said: ‘‘The potential of the holoride platform as a means of creation for playful, productive, and purposeful experiences is massive. This is a huge step forward to realising the potential of the Passenger Economy. We now have the opportunity to transform everyday car journeys into moments of active, dynamic storytelling.”

PRELOADED is a BAFTA-winning games studio working in XR, connected play and geospatial technologies. We build immersive products to help organisations such as Disney, McDonald’s and LEGO reach mainstream audiences, and partner with technology platforms such as Niantic, Magic Leap and Google to imagine the future. Our work has been recognised internationally by awards bodies, including BAFTA, SXSW (Best in Show), BIMA (Best in Show), Serious Play & Cannes Lions. Founded in 2000, PRELOADED is part of Learning Technologies Group.

Phil Stuart

Phil is PRELOADED's founder and Executive Creative Director. He is passionate about the possibility space created by emerging and converging technologies, and inventing new forms of play with purpose.