[Cars are increasingly being designed to create presence-evoking experiences, as reported in this story from StereoNET (where the original includes six more images). For more details see the press release via Business Wire. –Matthew]

Your Next Car Could Become an Immersive Gaming Arena

Cinemo and SmashLabs are developing an in-car gaming platform that brings vehicle audio, lighting, haptics and even climate systems into the action.

By Jason Sexton
July 28, 2026

Cars already stream music, movies (and in some cases), games, but Cinemo and SmashLabs want to take the next step by making the vehicle itself part of the entertainment.

The two companies have announced a new in-car gaming platform designed to synchronise gameplay with the cabin’s audio system, ambient lighting, haptic hardware and even climate controls. Rather than simply putting a game on the dashboard display, the idea is to turn the surrounding vehicle into an interactive part of the experience.

Cinemo says the system has been optimised for low-latency operation across vehicle displays and audio systems, with games intended for use during charging stops as well as by passengers while the vehicle is moving.

Its first title will be Smashworld: Beat Explorers, a rhythm-based game from SmashLabs in which player actions are synchronised to music. Compatible vehicles can add Dolby Atmos to the experience, while a collaboration with Sony Music Publishing and Extreme Music will provide downloadable song packs.

Premium car sound systems have increasingly been asked to reproduce immersive music and movie content, but here the multichannel audio system potentially becomes part of an interactive experience alongside other cabin hardware. It is also another indication of how quickly the role of the infotainment system is changing.

BMW was one of the first major carmakers to take in-car gaming seriously, adding AirConsole to the 5 Series in 2023. The system lets occupants use their smartphones as controllers and play games on the BMW Curved Display while the car is parked. It launched with around 15 titles and has since been rolled out to more BMW models.

Audi pushed the idea further in 2025 by bringing AirConsole to selected vehicles. Where a dedicated passenger display with the company’s Active Privacy Mode is fitted, the front passenger can continue playing while the car is moving without the game being visible to the driver.

The Cinemo and SmashLabs approach potentially goes beyond both by connecting gameplay with systems that were never originally intended to function as gaming peripherals. Seat haptics could respond to events on screen, ambient lighting could follow the action and climate controls could theoretically provide another physical effect.

Whether car buyers actually want their air conditioning or their windscreen wipers responding to in-game moments remains to be seen, but the broader direction is thought-provoking. Larger displays, powerful onboard processors, high-speed connectivity and increasingly sophisticated audio systems are giving manufacturers plenty of hardware to work with. At the same time, EV charging stops create periods when occupants may have time to use it.

Cinemo is no newcomer to automotive software, either, with the company mentioning its technology is trusted by more than 40 vehicle manufacturers, although neither Cinemo nor SmashLabs has announced an automotive brand, production model or launch date for this particular gaming platform.

Nevertheless, the direction of travel is becoming clear as we’ve written before; the modern vehicle cabin is moving beyond conventional infotainment towards something closer to a connected media environment, combining music, video, games and increasingly immersive audio. If Cinemo and SmashLabs have their way, the speakers, screens, lights, AC (probably not windscreen wipers) and seats could all become part of the same experience.

For this writer, it is starting to sound a little like 7D cinema on wheels, which may not be a bad thing. Perhaps for once, waiting for an EV to charge might actually be half the fun. Just no water sprayers, please.