Mercedes-Benz Announces In-car Gaming Cooperation With Tencent & Electronic Arts

Mercedes-Benz has announced a new in-car gaming collaboration with Tencent and Electronic Arts. Through this cooperation, the 'Need for Speed™: Assemble' video game series will be available in Mercedes-Benz vehicles in China by the end of this year.

Immersive in-car gaming is powered by Mercedes-Benz's third generation operating system MBUX.

The game will be available in Mercedes-Benz vehicles with third generation MBUX in China via an over-the-air (OTA) update.

For the full in-car gaming experience, players will be able to use their Bluetooth gaming controller when the vehicle is stationary. 

Rollouts in further markets are also planned.

Need for Speed™ is one of the most successful game franchises of all time and celebrates its 30th anniversary in 2024.

More than 100 million copies of the game have been sold worldwide and over 20 different versions have been published.

Markus Schäfer, Member of the Board of Management at Mercedes-Benz Group AG, Chief Technology Officer, says: “Your Mercedes-Benz is more than just a car; it's your personal arcade. With our cooperation with Tencent and EA, we're driving the future of in-car entertainment, where luxury meets adrenaline. Tailored to our customers, every journey is now a personalized adventure. Get ready to unlock worlds of excitement.” 

The announcement by Mercedes-Benz was made at Auto China Beijing 2024.