小客车驾驶座娱乐 - 车用游戏(2024年)

1.车载娱乐萤幕势头强劲，中国品牌占据主导地位。

汽车娱乐屏是用于驾驶舱内观看、卡拉OK等娱乐活动的显示屏，主要集中在副驾驶座和第二排座椅。 2023年，中国OEM娱乐萤幕将安装在超过100万辆乘用车上，安装率为5.3%。 2024年1月至2024年5月，中国超过80万辆乘用车安装了OEM娱乐屏，安装率超过10%。全年销量预计将突破200万台。汽车娱乐萤幕的普及化正在加速。

在配备娱乐萤幕的品牌方面，中国自主品牌占据娱乐萤幕搭载数量的最大占有率。 2023-2024年前5个月，中国自主品牌娱乐萤幕安装量占比85%以上。

在中国品牌中，理想汽车娱乐萤幕安装数量排名第一，市占率超过20%。

从娱乐萤幕尺寸来看，12.3吋副驾驶屏在除理想汽车15.7吋副驾驶屏外的所有品牌中排名第一，代表车型包括Voyah Dreamer、星越L、瑞星R7等。除了理想汽车四种车型的15.7吋后排顶萤幕外，其他品牌的后座娱乐萤幕也有不同尺寸，例如小鹏X9的21.4吋娱乐萤幕和32吋娱乐屏腾势 D9 四座版。

2. OEM如何在多种游戏安装方式中选择路线？

根据水清木华研究显示，目前汽车上安装游戏的方式有以下几种：

1.移植游戏

将其他平台（主要是手机和PC）的游戏以单一应用程式的形式直接移植到IVI。用户在IVI上下载应用程式并取得游戏内容。

优点：在其他平台上够受欢迎，使用者基础稳定。

缺点：整车厂的投资成本较高，在车上安装什么样的游戏以及如何与车内软硬体结合等方面面临着很大的挑战。

案例研究：特斯拉、AITO

Tesla 移植的《Beach Buggy Racing》已成为该公司 IVI 上最受欢迎的游戏。主要原因是，在车内玩Beach Buggy Racing时，使用者可以透过方向盘来控制游戏，这让他们能够享受比在手机上更好的游戏体验。

AITO与会说话的汤姆猫合作，在AITO M5和AITO M7上发布了《会说话的汤姆猫黄金跑》、《会说话的汤姆猫朋友》等多款游戏。所有游戏均可从 AITO App Store 下载。

2.游戏镜像

镜像可让您在汽车萤幕上显示游戏机的内容。

优点：由于游戏机生态系丰富，IVI不需要很高的运算能力或软体适配。所需要的只是硬体适配，包括游戏机的电源、内容传输介面以及游戏机在车内安装位置的选择。

缺点：此模型可以复製。所有OEM厂商都可以实现萤幕镜像，因此很难创造差异化的竞争优势。并且，在镜像模型中，使用者在游戏中的资料和消费均属于游戏提供者。 OEM 无法从这种模式中受益。

案例：理想汽车

3.在车内安装大型游戏平台

将游戏平台直接移植到IVI，船员可以获得极其丰富的游戏内容。

4.云端游戏

透过直接整合云端游戏平台，OEM厂商只需与云端游戏平台供应商对接即可。

本报告提供中国的汽车产业调查分析，提供车用游戏概要为首的，各公司的车用游戏的装载案例，及车用游戏供应商的产品等资讯。

目录

第1章 车用游戏概要

• 车用游戏的简介
• 车用游戏的得到方法
• 车用游戏主要的类型
• 车用游戏的应用情势
• 车用游戏开发的刺激(1)
• 车用游戏开发的刺激(2)
• 车用游戏开发的刺激(3)
• 车用游戏的典型性的用户的特性(1)
• 车用游戏的典型性的用户的特性(2)
• 车用游戏的革新(1)
• 车用游戏的革新(2)
• 车用游戏的经营模式
• 车用游戏开发与自动驾驶开发过程的相关关係
• 车用游戏的市场规模
• 驾驶座娱乐萤幕资料:整体装载
• 驾驶座娱乐萤幕资料:各种价格
• 驾驶座娱乐萤幕资料:各类能源
• 驾驶座娱乐萤幕资料:各车辆类型
• 驾驶座娱乐萤幕资料:各萤幕大小
• 驾驶座娱乐萤幕资料:不同品牌

第2章 OEM的车用游戏的案例

• 车用游戏的实行方法:各OEM
• OEM各公司的车用游戏设计的现状(1)
• OEM各公司的车用游戏设计的现状(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 车用游戏供应商

• 主要车用游戏供应商和各公司核心产品
• MiguPlay
• HummingBird
• AirConsole
• GeForce NOW
• Antstream
• Unity
• 其他的游戏供应商

第4章 驾驶座车用游戏趋势

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