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In context: Major automakers continue to expand the range of entertainment options available to tech-savvy customers. Mercedes-Benz plans to offer "triple-A" gaming experiences through an upcoming partnership that includes a cloud platform and Microsoft.
Mercedes-Benz announced a new in-car gaming initiative during this year's Gamescom. The German automaker has partnered with Boosteroid, an independent cloud gaming company, to bring a catalog of over 1,000 PC games to its vehicles. The new gaming experience is being showcased in a Mercedes-Benz E-Class model at a Gamescom booth hosted by esports organization SK Gaming.
According to Mercedes-Benz, the Boosteroid app will be available to customers who have opted for the MBUX Entertainment Package Plus in vehicles equipped with the third-generation MBUX infotainment system. Microsoft signed a deal with Boosteroid in 2023, bringing many popular PC and console game franchises to the cloud platform in an effort to mitigate regulatory issues surrounding its Activision Blizzard acquisition.
Mercedes-Benz Chief Software Officer Magnus Östberg emphasized that a cloud-based approach is the ideal way to deliver gaming entertainment to modern automotive platforms. The company predicts that by the 2030s, 90 percent of gamers will choose cloud gaming, and the Boosteroid app will provide easy access to popular third-party gaming platforms like Steam and Epic Games.
Boosteroid is a subscription-based service that allows users to play their previously purchased games on desktop and laptop PCs, smartphones, smart TVs, and soon, in cars. This means customers will need to pay for both Boosteroid and the MBUX Entertainment Package Plus. Mercedes-Benz cars sold in Europe, North America, and South America are expected to gain this capability sometime in 2025.
In addition to paying for Steam, Boosteroid, and the MBUX package, gamers who prefer luxury German cars will need to bring their own Bluetooth gaming controller or a compatible smartphone. Mercedes-Benz assures that the in-car gaming experience will only be available when the vehicle is parked, as playing games like Fortnite while the car is moving could pose significant security concerns for regulatory agencies in Europe and other regions.
In-car entertainment has become a major focus for Mercedes-Benz, with the touch-based MBUX platform being reimagined as a universal infotainment system. Meanwhile, European organizations are urging car manufacturers active in the region to reintroduce non-touch physical controls by 2026 to achieve better safety ratings.