小客車駕駛座娛樂 - 車用遊戲(2024年)

1.車載娛樂螢幕勢頭強勁，中國品牌佔據主導地位。

汽車娛樂屏是用於駕駛艙內觀看、卡拉OK等娛樂活動的顯示屏，主要集中在副駕駛座和第二排座椅。 2023年，中國OEM娛樂螢幕將安裝在超過100萬輛乘用車上，安裝率為5.3%。 2024年1月至2024年5月，中國超過80萬輛乘用車安裝了OEM娛樂屏，安裝率超過10%。全年銷量預計將突破200萬台。汽車娛樂螢幕的普及化正在加速。

在配備娛樂螢幕的品牌方面，中國自主品牌佔據娛樂螢幕搭載數量的最大佔有率。 2023-2024年前5個月，中國自主品牌娛樂螢幕安裝量佔比85%以上。

在中國品牌中，理想汽車娛樂螢幕安裝數量排名第一，市佔率超過20%。

從娛樂螢幕尺寸來看，12.3吋副駕駛屏在除理想汽車15.7吋副駕駛屏外的所有品牌中排名第一，代表車型包括Voyah Dreamer、星越L、瑞星R7等。除了理想汽車四種車型的15.7吋後排頂螢幕外，其他品牌的後座娛樂螢幕也有不同尺寸，例如小鵬X9的21.4吋娛樂螢幕和32吋娛樂屏騰勢 D9 四座版。

2. OEM如何在多種遊戲安裝方式中選擇路線？

根據水清木華研究顯示，目前汽車上安裝遊戲的方式有以下幾種：

1.移植遊戲

將其他平台（主要是手機和PC）的遊戲以單一應用程式的形式直接移植到IVI。用戶在IVI上下載應用程式並取得遊戲內容。

優點：在其他平台上夠受歡迎，使用者基礎穩定。

缺點：整車廠的投資成本較高，在車上安裝什麼樣的遊戲以及如何與車內軟硬體結合等方面面臨著很大的挑戰。

案例研究：特斯拉、AITO

Tesla 移植的《Beach Buggy Racing》已成為該公司 IVI 上最受歡迎的遊戲。主要原因是，在車內玩Beach Buggy Racing時，使用者可以透過方向盤來控制遊戲，這讓他們能夠享受比在手機上更好的遊戲體驗。

AITO與會說話的湯姆貓合作，在AITO M5和AITO M7上發布了《會說話的湯姆貓黃金跑》、《會說話的湯姆貓朋友》等多款遊戲。所有遊戲均可從 AITO App Store 下載。

2.遊戲鏡像

鏡像可讓您在汽車螢幕上顯示遊戲機的內容。

優點：由於遊戲機生態系豐富，IVI不需要很高的運算能力或軟體適配。所需要的只是硬體適配，包括遊戲機的電源、內容傳輸介面以及遊戲機在車內安裝位置的選擇。

缺點：此模型可以複製。所有OEM廠商都可以實現螢幕鏡像，因此很難創造差異化的競爭優勢。並且，在鏡像模型中，使用者在遊戲中的資料和消費均屬於遊戲提供者。 OEM 無法從這種模式中受益。

案例：理想汽車

3.在車內安裝大型遊戲平台

將遊戲平台直接移植到IVI，船員可以獲得極其豐富的遊戲內容。

4.雲端遊戲

透過直接整合雲端遊戲平台，OEM廠商只需與雲端遊戲平台供應商對接即可。

本報告提供中國的汽車產業調查分析，提供車用遊戲概要為首的，各公司的車用遊戲的裝載案例，及車用遊戲供應商的產品等資訊。

目錄

第1章 車用遊戲概要

• 車用遊戲的簡介
• 車用遊戲的得到方法
• 車用遊戲主要的類型
• 車用遊戲的應用情勢
• 車用遊戲開發的刺激(1)
• 車用遊戲開發的刺激(2)
• 車用遊戲開發的刺激(3)
• 車用遊戲的典型性的用戶的特性(1)
• 車用遊戲的典型性的用戶的特性(2)
• 車用遊戲的革新(1)
• 車用遊戲的革新(2)
• 車用遊戲的經營模式
• 車用遊戲開發與自動駕駛開發過程的相關關係
• 車用遊戲的市場規模
• 駕駛座娛樂螢幕資料:整體裝載
• 駕駛座娛樂螢幕資料:各種價格
• 駕駛座娛樂螢幕資料:各類能源
• 駕駛座娛樂螢幕資料:各車輛類型
• 駕駛座娛樂螢幕資料:各螢幕大小
• 駕駛座娛樂螢幕資料:不同品牌

第2章 OEM的車用遊戲的案例

• 車用遊戲的實行方法:各OEM
• OEM各公司的車用遊戲設計的現狀(1)
• OEM各公司的車用遊戲設計的現狀(2)
• OEM的案例:Mercedes-Benz (1)
• OEM的案例:Mercedes-Benz (2)
• OEM的案例:BMW (1)
• OEM的案例:BMW (2)
• OEM的案例:Audi
• OEM的案例:Volkswagen
• OEM的案例:Honda
• OEM的案例:BYD
• OEM的案例:Denza
• OEM的案例:GAC Aion
• OEM的案例:GAC
• OEM的案例:Dongfeng
• OEM的案例:ZEEKR
• OEM的案例:Hycan
• OEM的案例:Lexus
• OEM的案例:Li Auto
• OEM的案例:Tesla
• OEM的案例:Rising Auto
• OEM的案例:Jiyue

第3章 車用遊戲供應商

• 主要車用遊戲供應商和各公司核心產品
• MiguPlay
• HummingBird
• AirConsole
• GeForce NOW
• Antstream
• Unity
• 其他的遊戲供應商

第4章 駕駛座車用遊戲趨勢

1. In-vehicle entertainment screens are gaining momentum, and Chinese brands rule the roost.

In-vehicle entertainment screens refers to display screens used for entertainment activities such as viewing and singing karaoke in the cockpit, mainly concentrated at the copilot seat and second-row seats. In 2023, OEM entertainment screens were installed in over one million passenger cars in China, with an installation rate of 5.3%. From January to May 2024, OEM entertainment screens were installed in over 800,000 passenger cars in China, with the installation rate higher than 10%. It is expected that the full-year installations will exceed 2 million cars. In-vehicle entertainment screens are gathering pace.

Seen from brands installing entertainment screens, Chinese independent brands took the biggest share in entertainment screen installations. Between 2023 and the first five months of 2024, Chinese independent brands swept more than 85% of the entertainment screen installations.

In terms of Chinese brands, Li Auto ranked first in entertainment screen installations, taking a market share of more than 20%.

By entertainment screen size, except for 15.7-inch copilot screens in Li Auto series, 12.3-inch copilot screens were the first choice for all brands, with typical models including Voyah Dreamer, Xingyue L and Rising R7. In addition to 15.7-inch rear-row ceiling screens in 4 models of Li Auto, the sizes of rear entertainment screens of other brands are varied, for example, 21.4-inch entertainment screen in Xpeng X9 and 32-inch entertainment screen in Denza D9 Four-Seat Edition.

2. How OEMs choose their route among multiple ways to introduce games in cars.

According to ResearchInChina, there are currently the following ways to introduce games in cars:

1. Game porting

Port games on other platforms (mostly mobile phones and PCs) in the form of single APPs directly to IVI. Users download the APP on IVI to obtain game content.

Advantages: The games are popular enough on other platforms with stable user groups, and the playability of the games has been verified by the market.

Disadvantages: OEMs make high investment, and face the great challenges of choosing what kind of games to install in cars and how to combine them with in-car software and hardware.

Cases: Tesla, AITO

Beach Buggy Racing, ported by Tesla, has become the most popular game on its IVI. That's mainly because when playing Beach Buggy Racing in the car, users can control the game via the steering wheel, enjoying a gaming experience better than on mobile phones.

AITO cooperates with Talking Tom to launch multiple games on AITO M5 and AITO M7, including Talking Tom Gold Run and Talking Tom Friends. All their games can be downloaded from the AITO App Store.

2. Game mirroring

The content of game consoles can be displayed on in-vehicle screens through mirroring.

Advantages: as game consoles have rich ecosystems, IVI does not need to have high computing power and adapt to the software. Only hardware adaptation needs to be completed, involving power supply of the game console, content transmission interface, and location selection for the game console in the car.

Disadvantages: the model can be copied. All the OEMs can implement screen mirroring, making it difficult to build differentiated competitive edges. In addition, in mirroring model, users' data and their spending in games belong to game providers. OEMs cannot gain profits in this model.

Cases: Li Auto

3. Introduce large gaming platform in cars

Directly porting gaming platforms to IVI allows occupants to obtain extremely rich gaming contents.

Advantages: game contents are rich, user base is stable, and OEMs can try to make profits from the games.

Disadvantages: The computing power requirements for IVI are very high. In addition, there may be system incompatibility issues. For example, for Tesla IVI is built on Linux, Tesla can only introduce Steam Deck's games in cars.

4. Cloud gaming

Directly introducing cloud gaming platforms, OEMs only need to dock with cloud gaming platform providers.

Advantages: game contents are abundant, requirements for IVI computing power are not as high as game malls, and the game contents do not need to be downloaded and can be played immediately.

Disadvantages: high requirements for networks, and incompatibility between games on the cloud platform and car scenarios. Moreover, under this model, how to distribute the consumption of users is also a problem faced by cloud game platform providers and OEMs.

Cases: Rising Auto, GAC Aion, BYD, Buick

Rising F7: MiguPlay has deeply customized a "private game room" for Rising F7 owners. By connecting Bluetooth handles or mobile phone virtual handles, they can play games like "The King of Fighters XIV" and "Sword and Fairy 7" through multi-screen interaction and three-screen interconnection.

Buick New GL8 Firstland PHEV is installed with MiguPlay APP. At the same time, China Mobile Migu and Buick GL8 Firstland PHEV have also cooperated to customize a game handle controller to achieve touch + handle dual control.

3. BYD lays out "steering decoupling" to create ultimate in-vehicle gaming experience.

At its 2024 Dream Day Press Conference in January 2024, BYD disclosed its brand layout plan for in-vehicle gaming - BYD's full-stack self-developed gaming car solution.

Steering decoupling: The motor and clutch structure are used to decouple the steering column. The column is disconnected during gaming to ensure tires will not be worn when the steering wheel is turned. Meanwhile, the damping motor is added to simulate the real hand feel. The joystick and 3D vibration functions on the customized steering wheel are specially developed for gaming.

Support connecting wired or wireless game controllers, or mobile phone virtual controllers.

Immersive gaming experience: Adopt the steering wheel decoupling solution, combined with audio, ambient lighting and air conditioning, to create an all-around in-depth cockpit perception experience.

Create a car-exclusive game center for one-stop management of all games. It has been confirmed that games "Racing Master" and "Race Ace" will be introduced.

Table of Contents

1 Overview of In-vehicle Games

• 1.1 Introduction to In-vehicle Games
• 1.2 Ways to Get In-vehicle Games
• 1.3 Main Types of In-vehicle Games
• 1.4 Application Scenarios of In-vehicle Games
• 1.5 Stimulus to Development of In-vehicle Games (1)
• 1.6 Stimulus to Development of In-vehicle Games (2)
• 1.7 Stimulus to Development of In-vehicle Games (3)
• 1.8 Typical User Characteristics of In-vehicle Games (1)
• 1.9 Typical User Characteristics of In-vehicle Games (2)
• 1.10 Innovations in In-vehicle Games (1)
• 1.11 Innovations in In-vehicle Games (2)
• 1.12 In-vehicle Game Business Models
• 1.13 Correlation between In-vehicle Game Development and Autonomous Driving Development Process
• 1.14 In-vehicle Game Market Size
• 1.15 Cockpit Entertainment Screen Data: Overall Installation
• 1.15 Cockpit Entertainment Screen Data: by Price Range
• 1.15 Cockpit Entertainment Screen Data: by Energy Type
• 1.15 Cockpit Entertainment Screen Data: by Vehicle Type
• 1.15 Cockpit Entertainment Screen Data: by Screen Size
• 1.15 Cockpit Entertainment Screen Data: by Brand

2 In-vehicle Game Cases of OEMs

• 2.1 Ways of OEMs to Implement In-vehicle Games
• 2.2 Status Quo of OEMs' In-vehicle Games Layout (1)
• 2.3 Status Quo of OEMs' In-vehicle Games Layout (2)
• 2.4 OEM Case: Mercedes-Benz (1)
• 2.5 OEM Case: Mercedes-Benz (2)
• 2.6 OEM Case: BMW (1)
• 2.7 OEM Case: BMW (2)
• 2.8 OEM Case: Audi
• 2.9 OEM Case: Volkswagen
• 2.10 OEM Case: Honda
• 2.11 OEM Case: BYD
• 2.12 OEM Case: Denza
• 2.13 OEM Case: GAC Aion
• 2.14 OEM Case: GAC
• 2.15 OEM Case: Dongfeng
• 2.16 OEM Case: ZEEKR
• 2.17 OEM Case: Hycan
• 2.18 OEM Case: Lexus
• 2.19 OEM Case: Li Auto
• 2.20 OEM Case: Tesla
• 2.21 OEM Case: Rising Auto
• 2.22 OEM Case: Jiyue

3 In-vehicle Game Providers

• 3.1 Major In-vehicle Game Providers and Their Core Products
• 3.2 MiguPlay
  • 3.2.1 Cloud Gaming Platform
  • 3.2.2 Subscription Mode
  • 3.2.3 Cloud Gaming Localization Practice
  • 3.2.4 Cloud Gaming Engine
  • 3.2.5 Advantages of Cloud Gaming Platform
  • 3.2.6 Industrial Cooperation
  • 3.2.7 Main Playing Methods for Cloud Gaming Platform
  • 3.2.8 OEM Cooperation Cases
• 3.3 HummingBird
  • 3.3.1 IVI Gaming Platform (1)
  • 3.3.2 IVI Gaming Platform (2)
  • 3.3.3 IVI Life Platform (1)
  • 3.3.4 IVI Life Platform (2)
• 3.4 AirConsole
  • 3.4.1 Cooperation Cases
  • 3.4.2 Adaptation Platforms
  • 3.4.3 In-vehicle Platform Operation Steps
  • 3.4.4 Latest Deployments in In-vehicle Games
• 3.5 GeForce NOW
  • 3.5.1 Global Coverage
  • 3.5.2 Subscription Mode
  • 3.5.3 Requirements for Different Clients
• 3.6 Antstream
  • 3.6.1 Latest Installation Dynamics
• 3.7 Unity
  • 3.7.1 Unity China Gaming Solutions
  • 3.7.2 Gaming Cloud Service Solutions (1)
  • 3.7.3 Gaming Cloud Service Solutions (2)
  • 3.7.4 Gaming Cloud Service Solutions (3)
  • 3.7.5 In-vehicle Game Tools
  • 3.7.6 Help to Develop Intelligent Cockpits
  • 3.7.7 3D Gaming Solutions
  • 3.7.8 Adaptation to Cockpit Chips
• 3.8 Other Game Providers
  • 3.8.1 Valeo's Racing Game
  • 3.8.2 Alibaba Yuanjing's Cloud Gaming Solution
  • 3.8.3 Alibaba Yuanjing's Technical Advantages
  • 3.8.4 Baidu's Cloud Gaming Solution
  • 3.8.5 Baidu's Cloud Gaming Application Cases
  • 3.8.6 Tencent Pioneer's Cloud Gaming Solution
  • 3.8.7 Haima Cloud's Cloud Gaming Platform

4 Trends of Cockpit In-vehicle Games

• 4.1 Trend 1
• 4.2 Trend 2
• 4.3 Trend 3
• 4.4 Trend 4
• 4.5 Trend 5
• 4.6 Trend 6
• 4.7 Trend 7