The Audi e-tron is Getting a High-Tech Virtual Reality Video Game

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The Audi e-tron is Getting a High-Tech Virtual Reality Video Game

In case you've been living under a rock, the Audi e-tron Quattro is the highly-anticipated, fully electric luxury crossover SUV finally released to the public earlier this year. (In fact, we should be able to look forward to seeing the e-tron's Sportback variant production start at the beginning of 2020.) If you're a Marvel Universe fan, you've already seen the Audi e-tron as the new superhero vehicle of choice.

The Audi e-tron model lineup represents a promising future of how people all over the world will travel, so naturally there has been a lot of pressure in how Audi chooses to orchestrate its presentation. The Audi e-tron's introduction needs to remain ambitious and futuristic, pushing past the limits of technology. It needs to be entertaining and as attention-grabbing as the e-tron itself. What better way to achieve all of this than a brand-centered virtual hyper-reality sci-fi adventure video game. 

Audi fans and video game enthusiasts alike have been able to play the Tron-esque game as the company travels from convention to convention, most of which are being hosted in Spain. Once inside the game, teams made up of 3-4 players are faced with a series of puzzles and challenges. Each player is equipped with virtual-reality glasses and motion sensors, creating the sensation that you are actually moving around inside the game.

However, this creative partnership between Agency DDB Spain and the production house, Glassworks has taken mixed-reality gaming even further with this latest project. A newly designed and highly sophisticated motion-capture system makes the game feel incredibly life-like, using an impressive 36 cameras and 28 sensors. Movements of the participants are transposed into the game, syncing with a full-body avatar of each player. An additional avatar (Originating from a hired actor) is also transported into the game, posing as a robot and guide to assist players throughout their adventures. When combined, all of this makes for an incredible and brand new experience for players, just like the Audi e-tron has been giving its drivers.

Agency DDB Spain's executive creative director, Jaume Badia states it best, "Audi e-tron represents the future of mobility, our creative proposal had to be equally innovative. The way to do this was through the only hyper-reality experience of its kind in the world."

This new virtual-reality game is already receiving much praise from experts in the tech and game-development industries, but this attention shouldn't come as much of a surprise for the Audi brand. Audi is world-famous for its impressive innovations in technology, which anyone who has sat behind an Audi steering-wheel can attest to. Their Audi quattro system changed the automotive industry, they have been among the first to successfully implement a long list of features into their vehicles, they were the first to create a television commercial with augmented reality, and the list goes on and on. Not to mention, the Audi e-tron has already proven to be a massive success, even in these early stages.


It's safe to say Audi fans can continue to expect great advancements from everyone's favorite automotive-technology pioneer.


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