Major auto manufacturers are spicing up their infotainment systems by integrating more in-car gaming experiences for the family. 

Audi is the latest carmaker to dive into this emerging trend, signing a new deal with Zurich-based game developer AirConsole. The company’s same-name subscription app is available to download in select Audi car models (A5, Q5, A6 series) and gives passengers access to more than 40 games, including a new Pictionary Car Party title that was developed in collaboration with Mattel. It allows kids in the back seat to play along with a passenger in the front—with a “digital curtain” safety feature designed to avoid distracting the driver.

AirConsole partnered with BMW and Volkswagen last year and has been picking up licensed titles from Hasbro (Battleship), Mattel (UNO Car Party!) and Team17 (Overcooked). 

This sector is heating up, according to India-based research firm Nova One Advisor, which earmarked that the global automotive infotainment system market is forecast to grow 10% year over year until it reaches US$38.88 billion in annual revenue by 2033. Key drivers behind the trend include automobile manufacturers monetizing entertainment systems through subscriptions, rising demand from drivers for more personalized experiences, and AR and AI technologies marketed to increase the accuracy of navigation systems.