Come join the joyride
Say goodbye to boring car journeys. Audi has created a start-up called Holoride that aims to put the joy into “joyride.”
Holoride is software that is used by passengers traveling in a car. As the car moves, Holoride creates a fantasy world for passengers wearing virtual reality headsets. Jesse Schell, chief executive of Schell Games, told Ft.com that Holoride is like “the best video game you’ve ever played, combined with a theme park ride.”
The Holoride technology uses data from the car to create the virtual environment. The software uses the car’s steering angle, GPS, navigation route, and G-forces from acceleration to direct what the passenger sees, hears, and feels in the fantasy world.
Holoride has collaborated with well-known U.s.-based entertainment and gaming companies such as Disney, Universal Studios, and Schell Games. The companies have created content for fantasy worlds. In these virtual environments, passengers can battle spaceships, cruise underwater, or participate in a game, making complaints of boredom from the back seat of the car a thing of the past.