The German startup Holoride creates an entirely new media category for passengers by connecting XR content with data points from the vehicle in real time. These data points include physical feedback like acceleration and steering, traffic data, as well as travel route and time.Open to all content creators and car companies, the technology has the power to change backseat entertainment completly. The Holoride technology significantly reduces motion sickness, opens up for a new layer of immersion in games or educational journeys, and creates a stunningly immersive experience.The tech startup was founded end of 2018 in Munich, Germany by Nils Wollny, Marcus Kühne, Daniel Profendiner, and Audi Electronics Venture GmbH, who holds a minority interest in the startup. It was hailed “Best of CES” (Las Vegas, January 2019) and is part of the global innovation platform “Startup Autobahn”.
Just recently at CES Asia that took place from 11th to 12th June, the Holoride Team kicked off to the Chinese market and introduced two new VR-experiences as well as their Chinese brand name 浩乐行 (HAO LE XING / “amazingly happy journey”) to the public.
Together with the premium car manufacturer and Holoride shareholder Audi, the team gave the CES audience the chance to try two Elastic Content demonstrations in an Audi A8L fleet on an exclusive track in the center of the CES venue.“After our successful company launch at CES in Las Vegas this year, CES Asia is the perfect opportunity to enter the Chinese market. Our approach is to become the leading platform for immersive, motion-synchronized in-vehicle experiences – and the Chinese market is a key piece to this aim,” says Nils, CEO and Co-founder of Holoride
The two new experiences are Holoride originals from their own production in partnership with amazing CGI and Realtime specialist Mackevision. The team worked 24/7 to create the experiences “Dive Drive” and “Cosmic Chase” within just a few weeks. Mackevision is one of the global market leaders in Computer Generated Imagery from 3D-visualization to special effects for Game of Thrones and various Netflix productions.“It is amazing to be one of the first creative content studios to work with the alpha version of the Holoride SDK. We are literally breaking new ground in the segment of in-car-entertainment and realtime 3D – technologically as well as creatively”, says Steffen Bärenfänger, Global Creative Lead of Mackevision.
What are the experiences about?
In “Dive Drive” the passenger experiences a fascinating underwater world. Floating in a submarine capsule, he encounters dolphins, manta rays and even a blue whale, the largest animal on our planet. As this is learning content, a voiceover tells us about marine life and its habits and living conditions.In “Cosmic Chase”, the passenger is a space rookie on his first mission to destroy the enemy’s communications network. Not the easiest job, as the satellites are hidden in the middle of an asteroid field – and the enemy is on the loose.