Mercedes-Benz announced a partnership today with Chinese Internet giant Tencent and US game publisher Electronic Arts to integrate the new “Need for Speed: Assemble”, a mobile game, into its vehicles in China.
The in-car gaming experience, powered by the third-generation MBUX system, will be available via an over-the-air update by year’s end.
Designed for use with a Bluetooth gaming controller when the vehicle is stationary, the game marks a step forward in luxury in-car entertainment.
Mercedes-Benz CTO Markus Schäfer described the move as blending luxury with adrenaline, promising a personalised adventure for drivers.
The globally successful Need for Speed franchise celebrates its 30th anniversary this year, with over 100 million copies sold and more than 20 versions released. Additional rollouts of the gaming feature in other markets are planned.
Tencent also has partnerships with Audi and Toyota on other aspects of vehicle technology.
