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 - holoride, the Audi-backed company advancing the future of in-vehicle entertainment, today released its Elastic Software Development Kit (SDK) on the newly launched holoride 

 (NYSE: U) game engine, the world’s leading platform for creating and operating real-time 3D (RT3D) content, the Elastic SDK enables developers to access a powerful toolset to create immersive, in-car game experiences with ease.  

holoride is building the world’s first immersive in-vehicle media platform by enabling processing motion and location-based data in real-time using the Unity game engine. holoride’s content adjusts to the motion of the vehicle and route and perfectly syncs with the passenger’s journey. Through this, holoride creates a new media category made for moving vehicles called Elastic Content, which allows for a novel approach in content creation. 

The release of our Elastic SDK marks an important milestone for holoride in preparation for our market launch in 2022,” says Nils Wollny, CEO & co-founder of holoride. Wollyn adds

The Elastic SDK is at the core of this creative development process and the powerful software that drives the holoride experience. It is a creative reinterpretation of real-world maps and geographic information that is projected into the Unity Scene, which is where creators work with content assets within the Unity platform. Creating content does not require any additional coding or developing skills for an initial build and, therefore, lowers the barrier for content creators to get started right away. By adding prefabricated assets like renderers, animations, rigid bodies, and audio, content creators can easily populate the worlds they create. 

“From next-generation infotainment systems to augmented and virtual reality-powered experiences, Unity is changing how in-vehicle content is created and consumed,” says Timoni West, Vice President Augmented & Virtual Reality at Unity Technologies. West continues

As people start to make better use of their travel time, in-vehicle Elastic Content becomes an attractive option for passengers – whether for entertainment value or to reduce motion sickness. Giving creators access to more experiential reality (XR) and VR technology opens up more avenues for content creation as vehicles become the next big thing in platform content.

To further the content creation process, holoride has built the Creator Space. The Creator Space includes everything users need for their development journey, including the Elastic SDK, documentation, and tutorials curated by holoride and continuously enriched by the developer community. Beyond these tools, it is a platform for developers, artists, and enthusiasts alike to collaborate in creating richer content.

To encourage content creators to get started with the Elastic SDK, holoride has built the Development Kit, a prototype that provides all essential data so creators can conduct real-world tests in a car. The Development Kit will allow content creators to demo the content they have built using the Elastic SDK and provide them with valuable insights aside from simulating it in the game engine. 

With support from Audi and Unity, holoride will offer developers to experience Elastic Content first-hand with original content created by Pittsburgh-based AAA studio Schell Games in a roadshow from Los Angeles to San Francisco. With holoride experts onsite, developers will have the chance to discuss the Elastic SDK and its wide range of capabilities.

Pico Interactive will be the first virtual reality headset provider to support the holoride experience through the Creator Space. Developers who use Pico’s VR headsets will be able to take their creations beyond their computers and experience them in combination with holoride’s Development Kit.

Any developer or gaming studio is eligible to apply for one of the limited development kits. To apply for early access to the Creator Space, click 

holoride Launches Elastic Software Development Kit on Unity’s Real-Time 3D Platform

Leveraging the power of blockchain technology for unparalleled user experiences

After our successful Series A investing round at the end of April, we’re now thrilled to announce another exciting project and chapter that holoride is entering: the deployment of blockchain technology for our immersive media platform. With the highly secure, immutable and decentralized characteristics of blockchain technology, the step is intended to enhance the overall holoride ecosystem, distribute revenues fairly among partners, and offer an unparalleled, personalized passenger experience.

holoride is building the world’s first immersive in-vehicle media platform. By processing motion and location-based data in real-time, holoride enables content creation that adjusts to vehicle motion, travel time and route. As a result, it perfectly syncs with the passenger’s journey.

As the underlying platform provider for car manufacturers, content creators and users in this new mobility-entertainment space, holoride aims to transparently distribute content, fairly compensate developers based on user engagement time and value distribution, and provide an overall value-capture on a publicly accessible layer. Blockchain technology and non-fungible tokens (NFT), which represent unique digital assets, allow holoride to stay true to these goals and ensure transparency across its partner network. Blockchain technology may also enable holoride to evaluate a compelling set of potential incentive structures for users, such as unique NFTs and social currencies to significantly enhance the passenger experience.

“As we look to expand across global markets, blockchain technology and NFTs help us scale while securing the integrity of our developer-centric and car manufacturer-agnostic approach,” said Nils Wollny, CEO and co-founder of holoride. “Our mission is to make transit time more valuable for everyone. Through NFTs, we envision the highest level of personalization for users while offering a one-of-a-kind XR experience with compelling monetization opportunities for our partners.”

 is now backing the company’s blockchain venture in an effort to explore new opportunities that decentralized ledger technology provides, especially when looking at future ways to provide customers with premium products and in-car experiences.

“We’re excited to explore blockchain’s potential with holoride,” said Sven Schuwirth, Senior Vice President Digital Experience and Business at AUDI AG. “We strongly believe that it is all about creating meaningful and customer-centered experiences. In the future this will become even more vital and a major differentiator. Audi’s investment in this initiative represents a step in that direction.”

The NFTs in the holoride ecosystem will contain specific utilities and allow for developers to retain the value of their creations. Digital items and collectibles on holoride’s platform, represented by NFTs, are intended to be transferable and tradable, unlocking an unprecedented experience and commercial value within the in-car entertainment space.

 has been selected as the blockchain layer that integrates with holoride’s technology stack. The team's commitment and vision, along with a strong innovation roadmap, has put them at the forefront of holoride's selection process.

"holoride is in a unique position to reimagine digital media and mobility by bridging them using blockchain technology. The intuitive simplicity of Elrond will help every user to seamlessly and securely onboard this exciting new technology stack." said Beniamin Mincu, CEO & co-founder of Elrond. "In addition to scalability, holoride will benefit from Elrond’s core strengths of speed, security, and energy efficiency. Our internet-scale network is powered by ‘Secure Proof of Stake’ which eliminates Proof of Work (PoW) computational waste and lowers transaction costs to negligible levels."

 Series A in April, led by Swedish ADAS software development company 

, the use of blockchain technology and NFTs is our next leap forward in preparation for our highly anticipated market launch in 2022.

“We have our eyes set on the future, and this technology will help get us there,” continued Wollny. “We’re thrilled to continue moving towards our wider market launch next year and show everyone what’s yet to come.”

holoride to Launch Blockchain-Based Ecosystem

holoride founders from left to right: Daniel Profendiner, Nils Wollny, and Marcus Kuehne

We are excited to announce that we have completed our Series A investing round, collecting €10 million in first closing and earning the company a €30 million valuation.

, developers of advanced driver-assistance software (ADAS) that specifically addresses safety and comfort through precise, fast, and intelligent sensor technology. Other co-investors in this round include a group of Chinese financial and automotive technology investors, orchestrated by Jingjing Xu, an investment professional specializing in partnerships and go-to-market strategies for China. Amongst this syndicate is Multi-Dimensional Connectivity (MDC) Limited, a leading investor in the automotive industry and shareholder of Aston Martin. The round of investors is completed with 

, the largest full-service educational and entertainment game development company in the United States, and existing shareholder 

With the capital having been raised, we will ramp up talent acquisition, expand our offering for the content creator community and strengthen our international position as we prepare for market launch next year.

“We’re excited that cutting-edge automotive technology and premium content creation are represented in our new, expanded group of investors, as well as the core markets of our business with excellent partners from Europe, China, and the U.S.,” said 

, CEO and co-founder of holoride. “Integrating Terranet’s capabilities to generate a low latency view of the world into our tech stack can significantly enhance the holoride experience and become our next leap forward in changing in-vehicle experiences for good.”

We are building nothing less than the world’s first immersive in-vehicle media platform. By processing motion and location-based data in real-time, holoride enables the creation of content that adjusts to travel time and route, and as a result, is perfectly in sync with the passenger’s journey. As part of its investment, Terranet will work with holoride to enhance the real-time, in-car XR experience by incorporating aspects of its versatile sensor tech software to ensure precision, speed, and intelligence as vehicles move safely and quickly through their environments. The cooperation between the two respected category leaders opens a new vertical for Terranet’s VoxelFlow™ technology by reusing 3D event data for XR applications, like augmented reality (AR) and virtual reality (VR).

“This collaboration enables Terranet to expand our addressable market while also getting access to the leading automotive manufacturers that will be using holoride. Combining our ultra-fast 3D sensor technology with holoride’s gaming and XR experiences will revolutionize the everyday car trip, providing more meaningful experiences for passengers. As a key investor (and collaborating partner) we strongly believe in holoride as a superior risk-return investment.” said Pär-Olof Johannesson, CEO of Terranet.

As a part of the deal, Johannesson will join holoride’s 

. Terranet's Chairman of the Nomination Committee has also undertaken to ensure that Wollny is elected to the company's board.

“With the upcoming market introduction of holoride and our ambition to integrate it in our cars in 2022, we are taking the in-car experience to the next level and leverage the way of how we are delighting our customers,” commented Sven Schuwirth, Senior Vice President Digital Experience & Business at Audi. “That perfectly fits to the Audi strategy to extend our digital ecosystem as well as our ambition to offer our customers the best experience.”

We feel humbled to have gathered such a strong group of investors and partners from across the globe. This also proves that holoride is here to stay. We are now eager to launch our next company phase and accelerate towards market launch in summer 2022. Exciting times ahead!

holoride Completes Series A Funding Round

SXSW Winner

We’re absolutely delighted to take home the first prize in the Entertainment, Gaming & Content category at the 13th annual 

, also known as SXSW®. On top of that we have also been recognized with the Best in Show out of all categories. We feel humbled, especially with the strong competition that we have faced at this year’s pitch.

“We’re beyond thrilled to have received this extraordinary recognition and feel humbled to be named among some of the world’s most innovative startups that are pioneering the future of their industries,” said 

, CEO & co-founder of holoride. “Past winners have gone on to move the needle in their space, leveraging next-gen technology to make a positive impact in people’s lives. This win validates the need for a relevant solution at the intersection of creativity and technology that provides value for creators and passengers alike—which is at the core of what we strive to do at holoride.”

SXSW Pitch honored eight of the world’s most exciting innovations in categories including Artificial Intelligence, Robotics & Voice, Enterprise & Smart Data, Entertainment, Gaming & Content, Future of Work, Health, Wearables & Wellbeing, Innovative World Technologies, Smart Cities, Transportation & Logistics, Social & Culture. Now in its 13th year, 553 companies have participated in SXSW Pitch finals with over 80% having received funding and acquisitions in excess of nearly $7.6 billion total.

This year’s SXSW Pitch was holoride’s second consecutive finalist nomination after the 2020 event had to be canceled due to the global health crisis. In its 3-minute pitch followed by a 5-minute Q&A with the expert jury, holoride outlined the most pressing questions of why it exists, what they do, and how they strive to change the face of in-vehicle entertainment.

"Now in our 13th year of programming, Pitch continues to showcase the best technology from around the world, proving our dedication to highlighting today’s most forward-thinking movers and shakers," said SXSW Pitch event Producer, 

. “Adapting to a digital experience can come with unexpected challenges, but this year’s event was a big success, and we’re thrilled to recognize each of the winners within this mature class of startups.”

For more information about SXSW Pitch and to view the complete list of winners, visit: 

WE WON! holoride Honored at 13th Annual SXSW Pitch

Clark Parsons @DLD Europe

We’re delighted to announce that we’re growing our Advisory Board with another brilliant and well-experienced individual. 

 is the newest addition to our stellar group of advisors and will be complementing the in-depth knowledge of our advisory board. Clark will advise holoride on investment and regulatory topics.

“We’re excited to have Clark on board as another brilliant advisory board member.” says 

, CEO & co-founder of holoride. “Clark has vast experience in the internet economy business while understanding the pitfalls, complexity, and importance of policies and regulatory topics as the premise for a young startup’s success. We’re confident he’ll add valuable know-how and are happy to have him join us on our journey.”

A native of Alabama in the USA, Clark Parsons is the Managing Director of the 

. He began his career as a journalist and was a consultant for internet companies like CitySearch. In 2005, Clark and a co-founder launched Vortel GmbH, a Voice-over-IP telephone company that was sold in 2008. After leading the Berlin School of Creative Leadership, Clark then joined the Internet Economy Foundation at its start in January 2016.

The IE.F is an independent think-tank working for the development of a competitive Internet economy in Germany and Europe. As partner at iconomy, Clark advises a wide range of digital companies on strategy, financing, business development, policy, and communications.

He is a frequent speaker and moderator at global events such as DLD, Munich Security Conference, and NOAH. He lives in Berlin with his wife and two young digital natives.

holoride’s initial eight members of the Advisory Board include:

, Directors, Marvel Avengers Infinity War & Endgame

, Thought Leader & Tech Humanist, Founder, The Collaboratorium 

Find more detailed information about our advisors and their roles 

New advisor on board

We’re super excited and proud to share that we’re joining the 

. Another important milestone in bringing the future one step closer and our endeavor to change in-car entertainment.

 is a pioneer and leading the way for a new era of technology. The San Diego based powerhouse offers within its Qualcomm Advantage Network XR technology leaders resources and encourages growth through joint planning and business development across many industries, including: manufacturing, energy, healthcare aerospace, education, insurance, retail, transportation and architecture, engineering, and construction (AEC).

“holoride is extremely proud to have entered the Qualcomm XEP, as Qualcomm Technologies is a critical player in understanding what is necessary to ensure holoride readiness for both headsets and vehicles,” said Marcus Kuehne, CXO, and co-founder of holoride, who handles partnerships for the company. “Most consumers feel as though their time in the car is currently wasted. Our mission is to change that with XR technology that provides passengers a way to be entertained, to learn, and to even be more productive while getting from A to B. Our collaboration with Qualcomm Technologies has the potential to become the catalyst for headsets by adding vehicles as another use case. This is of major importance for holoride and will also strengthen our relationships with key industries.”

Bringing Automotive Expertise to the Table

With years of experience and expertise in the automotive industry, holoride will add important know-how to the program. Our proprietary technology enables XR content to connect to car data, giving automotive passengers an experience that opens a new layer of immersion and entertainment.

“In today’s landscape, there are many industries that need XR technology to improve the lives of all consumers. Transportation is towards the top of that list,” said Brian Vogelsang, senior director of product management, Qualcomm Technologies, Inc. “We are excited to have holoride join the Qualcomm XEP as a company who is dedicated to using XR technology to transform the way we look at our commutes and making the passenger journey immersive and enjoyable.”

Well, we can’t wait to get going and connect with the various AR & VR companies that have joined this program. And, of course, to speak and work with the Qualcomm team. Stay tuned for further updates.

holoride joins Qualcomm XR Enterprise Program

The holoride Advisory Board with our three founders Marcus, Nils and Daniel

We’re beyond excited to finally break the news as this marks another crucial milestone in our effort to turn vehicles into moving theme parks and to have a profound impact on transit time to be never perceived as wasted time again.

A strategic committee of trusted advisors

In our endeavor to drive the future of in-vehicle entertainment, we’re excited and proud at the same time to have gathered eight brilliant individuals from key industries to form holoride’s advisory board and join us on our journey. This esteemed group will deepen our company’s relationship with the global technology industry, advise on enterprise opportunities and provide guidance on growing product innovation.

says Nils Wollny, CEO and co-founder of holoride. “While breaking new grounds,“ Nils adds, “it’s critical that holoride is equipped with experts that touch each key audience segment. From entertainment, to transportation, technology, and finance, holoride is tapping into a diverse suite of entrepreneurs to move our company forward.”

, Directors, Marvel Avengers Infinity War & Endgame — Anthony and Joseph Russo, collectively known as the Russo Brothers, are American film and television directors. The Russo Brothers are best known for directing four installments in the Marvel Cinematic Universe, and most recently, Avengers: Endgame (2019). They are the Chairmen and Founders of AGBO Films. AGBO is an artist-led collective focused on creating global content for film, television and digital platforms headquartered in downtown Los Angeles. The Russo Brothers will be advising holoride from an entertainment and storytelling perspective.

, Founder & Chairman, Superconductor — As Founder and Chairman of Superconductor, Todd Makurath brings a deep connection to Hollywood storytellers, talent and production capabilities. Alongside the Russo Brothers, Todd is also co-founder and Vice Chairman of AGBO Films. In addition to advising holoride from an entertainment perspective, Todd will connect the company with other industry leaders to bring its virtual reality experiences to life.

, Founder & Chairman, HyperloopTT — Dirk Ahlborn is an entrepreneur, investor, founder and chairman of Hyperloop Transportation Technologies Inc., a new mode of transportation. He is known for his unique approach to bringing paradigm-shifting businesses to life. His work has focused on leveraging the full power of crowd-collaboration, the Internet, and exponential technologies at the vanguard of the global sharing economy. Dirk will advise holoride on innovation and opportunities within the mobility industry.

, Founder, Oculus VR (Facebook) — Palmer Luckey is an entrepreneur and the founder of Oculus VR and creator of the Oculus Rift, a high-quality virtual reality headset display. Oculus VR is widely credited with reviving the virtual reality industry thanks to Palmers vision and was acquired by Facebook in 2014. He also serves as the founder of Anduril Industries, a defense technology company focused on autonomous drones and sensors for military applications. Palmer will advise holoride on technology and product innovation.

, Founder & CEO, Metaio AR (Apple) — Thomas Alt is an entrepreneur with a demonstrated history of working globally in the software and consumer electronics industry. Thomas founded Metaio AR in 2002, which was then acquired by Apple in 2015. He currently serves as a Partner at Atlantic Bridge, a global growth equity technology investment firm with over €750m of assets under management across six Funds — Machine Learning, Robotics, Computer Visioning, Cloud, IoT and Big Data. Thomas will advise holoride on augmented reality, virtual reality, and product innovation.

, Thought Leader & Tech Humanist, Founder, The Collaboratorium — Kathleen Cohen is a creative, immersive strategist within emerging tech. In 2005, Kathleen founded The Collaboratorium, a production consultancy leveraging the best digital, XR, AI/ML, computer vision and experiential, thought leaders to solve enhanced guest experiences within multi-use environments. Kathleen has previously held roles at Disney Parks & Resorts, DreamWorks, and IBM Innovation and is deeply connected within the attractions and entertainment industry. Through her work as it relates to the Metaverse, speaking engagements, and research projects relating to virtual humans, Kathleen provides an ethical angle to holoride’s business and technology.

, Founder, Anorak Ventures — Greg is the Managing Partner of Anorak Ventures, a seed-stage venture capital firm focused on emerging technology. Based in Silicon Valley, the firm has 42 portfolio companies in areas including VR/AR, robotics, computer vision, deep learning and artificial intelligence. Prior to becoming a venture investor Greg held senior strategic and marketing roles at Scaleform (acq. 2011), Autodesk and Glassdoor (acq. 2018). Greg will advise holoride on funding and financial opportunities.

After our very first holoride Advisory Board Meeting along with a fruitful discussion back in the beginning of March, we feel strongly encouraged and highly motivated to continue our quest to change in-car entertainment forever. Knowing such a stellar group of experts and mentors having our backs helps to follow this ambitious goal. While the coronavirus is a challenge for everyone, we remain positive and resume working tirelessly on our next projects. Updates on exciting projects will be following soon.

Stepping up the Game: Officially Introducing holoride’s Advisory Board

Lined up for the world's first holoriders

While making strides in edutainment with 

, we’ve also been working on new adventures for even more holoriders to enjoy, and we’re happy to unveil our latest endeavor.

Joining forces with Universal Pictures and Ford for the world’s first in-car VR experience open to the general public

We’ve teamed holoride technology and the latest 2020 Ford Explorer vehicles to plunge riders into the mysterious world of the Bride of Frankenstein. The event, to be held at Universal CityWalk of Hollywood, gives people onsite the chance to become holoriders. This first public holoride experience will be offered at a massive scale to a broad public audience from Oct. 14 until November 9 – just in time for Halloween.

"We are partnering with Ford and Universal to bring holoride’s immersive Elastic Content to the general public,” said Nils Wollny, CEO and co-founder of holoride. Nils added:

Riders will step inside a 2020 Ford Explorer from the designated pickup location at Universal CityWalk during the ride’s hours of operation. Once inside the vehicles, riders buckle their seatbelts, put on their VR headset, and are joined by a re-imagined, virtual Bride on a journey to deliver a message to Frankenstein.

Along the way, riders will encounter virtual monsters and obstacles in a fully immersive, virtual reality experience complete with sound effects and visuals that adapt to the movement of the car. This breathtaking content was created by Universal Monsters in collaboration with immersive specialist, REWIND - one of our 

This holoride experience was the first to be built implementing altitude data, leveraging the power of the third dimension. It is also the first proof-of-concept of holoride’s software development kit working perfectly with the Unreal game engine. This again illustrates holoride’s dedication to innovating across all platforms and being open for all car and content manufacturers.

Greg Reed, Vice President, Universal Pictures Technology Partnerships said: 

"As we’re getting to more connectivity in the vehicle, we’re interested in learning about the types of experiences that our customers are interested in…. really understanding the context of how they may want these experiences,” adds Albert Choi, Ford’s partnership lead for content digital services.

holoride goes Hollywood

A Porsche Cayenne takes passengers into a “world of worlds”

After proving the technical integration of our software with Porsche during the 

 program, we met the premium car manufacturer again – this time, at Porsches Next Visions Day, part of IAA. As a holorider, in the back of a Porsche Cayenne, you can choose from an experience menu list: enjoy a drone flight across a future city, curiously explore the deep sea, or watch the birth of our planet in an intriguing 2D documentary. Our Ambi Environment technology allows passengers 2D video consumption using the VR goggles and fueled by the world leader of real-life entertainment: Discovery Channel.

Nils Wollny, CEO and co-founder of holoride explained. As a first content partner for these kinds of experiences, we are proud to announce our collaboration with the Discovery Channel, an expert of real-life content for more than 30 years. With this first collaboration, we prove that exciting 2D content can also be enjoyed in the car by becoming immersive. The flight through the future city demonstrates how documentaries could look in the future, beaming passengers through time and places, allowing them to dive into a variety of worlds.

For Discovery, this step appears highly consistent and useful: 

said Alberto Horta, Deputy Managing Director Discovery Germany. After going underwater and back in time, we are curious to see where our future cooperation with Discovery will take us.

Collaborating with Porsche and Discovery once more underlines our approach to being a truly open platform for any car manufacturer and content developer in the world. From gaming to education, no matter what the content is about, with holoride it becomes more immersive, more explorative, and more enjoyable on the move.

Implementing edutainment for the first time

holoride technology works in Porsche, Daimler and EvoBus vehicle

During the past 100 days, we carried out three technical feasibility studies as part of the STARTUP AUTOBAHN innovation program together with premium brands Porsche, Mercedes-Benz, and the Daimler subsidiary EvoBus – one of the leading bus manufacturers worldwide.

Hereby, we have shown that the holoride software for motion-synchronized real-time generation of Extended Reality, i.e. VR content works perfectly with the brand partners’ vehicle data. This result, in addition to our proven compatibility with Audi vehicles, is an important milestone for us and strengthens our open platform approach.

With today's Expo Day, we successfully conclude the 6th edition of the program as one of only 39 internationally selected startups. And we even won an award! More on that later on …

STARTUP AUTOBAHN is an innovation platform supported by the renowned Silicon Valley Accelerator Plug and Play. It sees its role as an interface between leading international companies and innovative tech startups.

Our software offers a new media category: “Elastic Content”. Targeted for in-vehicle use, the content adapts to the driving time, movement, and environment of the vehicle for a highly-immersive experience, and significantly reduces motion sickness. The vehicle data becomes the basis for a new entertainment format. For the first time, previously unused transit time of passengers can be monetized for all participating partners – so all car manufacturers and content producers equally benefit from the technology. Our aim is to change in-vehicle entertainment forever. The positive feasibility study with EvoBus proves even more great potential for the bus travel market.

Our core technology, the holoride software development kit, translates the vehicle data so that 

 with existing game engines can easily create offers for passengers.

Foundation blocks successfully laid for further cooperation

Nils, our CEO and co-founder, concludes: "We are grateful for the many opportunities and contacts that this year's STARTUP AUTOBAHN program has offered us. This gave us a great “Fast Track” in the last few weeks to successfully test our technology with other vehicle manufacturers, strengthen our open platform approach, and lay the foundation for further cooperation.”

"holoride opens up a new dimension in car entertainment. In recent weeks, the team has impressively demonstrated what its technology can do - and we are convinced of holoride's platform approach. We are looking forward to the next steps together," sums up Dr. Christian Knörle, Project Manager Strategy and Innovation, Porsche AG.

Our joint project with Daimler and Porsche was one of only three (out of 69!) projects in the program to receive the Global Innovation Award at the Expo Day. The Investor and Accelerator Plug and Play from Silicon Valley gives this award to projects of the Startup Autobahn partners, which prove how competencies can be bundled to successfully master challenges together.

The Daimler experts also draw a positive conclusion from the cooperation of the past weeks: "Within the framework of the STARTUP AUTOBAHN platform, we were able to integrate our high-precision vehicle localization of the MBUX Augmented Reality into the holoride software. The result is a VR system that can be fully integrated into a series production vehicle with practically no modifications. Now we can quickly take the next steps for a cooperation. An ideal scenario for us as initiators of STARTUP AUTOBAHN", says Dr. Frank Ruff, Head of the research division PIONEERING NeXt.

100 days of STARTUP AUTOBAHN

Our founders Marcus, Nils and Daniel wearing 浩乐行

Exciting times for us holoriders! At this weeks CES Asia in Shanghai we kicked off to the Chinese market and introduced two new VR-experiences as well as our Chinese brand name 浩乐行 (HAO LE XING / “amazingly happy journey”) to the public.

Together with the premium car manufacturer and holoride shareholder Audi we gave the CES audience the chance to try two Elastic Content demonstrations in an Audi A8L fleet on an exclusive track in the center of the CES venue.

 said Nils Wollny, CEO and co-founder of holoride.

The Chinese entertainment market is one of the most dynamic ones in the world. Same counts for the passenger economy in China. Combining the two industry sectors brings a huge market potential for all participating parties. That's why it was a logical consequence to speed up our presence in China and invite industry leaders from mobility, media, and the XR sector to collaborate with holoride.

The public and press were thrilled. We just can’t get enough of people’s reactions while having their first holoride yelling “It’s magic”. This proves that we are on the right track.

Our two new experiences are holoride originals from our own production in partnership with amazing CGI and Realtime specialist Mackevision. The team worked 24/7 to create the experiences "Dive Drive" and “Cosmic Chase” within just a few weeks. Mackevision is one of the global market leaders in Computer Generated Imagery from 3D-visualization to special effects for Game of Thrones and various Netflix productions.

said Steffen Baerenfaenger, Global Creative Lead of Mackevision.

In "Dive Drive" the passenger experiences a fascinating underwater world. Floating in a submarine capsule, he encounters dolphins, manta rays and even a blue whale, the largest animal on our planet. As this is learning content, a voiceover tells us about marine life and its habits and living conditions.

In "Cosmic Chase", the passenger is a space rookie on his first mission to destroy the enemy's communications network. Not the easiest job, as the satellites are hidden in the middle of an asteroid field – and the enemy is on the loose.

Audi invited Nils to take part in their official CES keynote together with Thomas Owsianski (president of Audi China), Max Yin (Audi connect & V2X) and Wu Yunzhou (Design of Audi AI:ME). He officially unveiled our Chinese brand name, gave an overview of the holoride technology and explained the two new demos Dive Drive and Cosmic Chase.

We want to be honest: The past weeks during the preparation of this event were full of blood, sweat, but luckily no tears. Maybe some tears of joy when our team yesterday jointly screamed “It’s a wraaaap!” after the CES closed its gates and the whole event was deemed a big success.

We want to say thank you to our amazing holoride team onsite for making all of this possible, to our partners, and of course to Audi for another great joint event that fascinated the guests and pushed our brand forward.

Kicking off to the Chinese market

A holoride Original 

Tech startup holoride announces collaboration with the first three powerful production studios: Mackevision, REWIND, and Schell Games. After the company’s successful launch at CES in Las Vegas (holoride was named “Best of CES” four times), this is the next major development step.

Almost 5 months ago at CES Las Vegas, holoride announced to distribute its Software Development Kit to developers by the end of the year. Ahead of schedule, the startup now gives an alpha version of the SDK to a selected group of leading production studios to create the world’s first holoride experiences for their customers.

holoride links Extended Reality (XR) visualization (e.g. VR) with a vehicle’s motion data in real time, creating an extremely immersive experience for passengers that also helps to reduce motion sickness. This technology introduces a new content category that is highly adaptive and always matches with type and length of the route. This is called Elastic Content.

said Nils Wollny, CEO and co-founder of holoride.

With Mackevision, holoride collaborates with a global name for animation. The company developed special effects for Game of Thrones and various Netflix productions. Since 2018, it belongs to Accenture Interactive – which again extends possible fields of cooperation:

said Matthias Schrader, Head of Accenture Interactive Germany/Austria/Switzerland. 

Schrader continued “holoride drives and explores this intersection, in which we also see a lot of business potential. So, we are proud to be among the first movers developing Elastic Content.”

Creative masterminds for virtual and mixed reality

Internationally acclaimed immersive content studio, REWIND, joins holoride with its amazing track record in innovating in the automotive and evolving digital mobility industry. It started with the world’s first fully interactive VR car configurator for Lexus back in 2014. Over the years, REWIND has continued to drive innovation for the world's largest brands such as Red Bull, Jaguar, Rolls-Royce, and Infiniti.

America’s number one educational and entertainment game development company

Schell Games has produced an amazing array of innovative and award-winning educational and entertainment experiences, including some of the most popular interactive theme park attractions in the world. Since 2002, the Schell Games team has worked to create interactive experiences on myriad platforms to enrich the lives of players of all ages.

stated CEO Jesse Schell. “With holoride, reality becomes part of the game. Our collaboration will create an exciting and fundamentally new approach for bringing content and reality together."

holoride’s SDK will be released by the end of 2019

holoride pursues an open platform approach. Therefore, the company is currently working on a market-ready Software Development Kit (SDK) for a wider range of content creators, that will be out by the end of 2019. The agile feedback of experienced content studios is a major part of the development. For brands and marketeers, this SDK opens up new worlds - literally. Content creators, game developers, and studios are invited to get in touch for the distribution list of the SDK: creators@holoride.com

Announcing first production studios

holoride turns the car into a virtual reality experience platform at CES

More than 180.000 visitors and 4.500 exhibitors – every year in January, the CES turns Las Vegas into the place to be for everyone connected to consumer electronics. This year’s main topics were AR/VR, IoT, 5G Mobile, Smart Cities and, be surprised, cars. Fields, that represent current industry focus points, and at the same time, give a perfect summary of all subjects holoride deals with.

We took the chance to enter the global stage together with Audi (Audi is a minority shareholder of holoride), gave presentations, showed our product trailer and shared our ideas on future VR applications with company- and press representatives. But our main attraction was 10 car minutes away: The famous SPEEDVEGAS racetrack became the spot for the world’s first holoriders.

Previously, we had been working on an adventure plot, tailormade to the track of SPEEDVEGAS, called “Rocket’s Rescue Run”. An action-packed VR deep space experience. The application gave press people and tech influencers a sneak preview on holoride’s technological prototype and turned their 50 miles per hour ride into a real wild chase. Their reviews are an honor to us – and a proof, that holoride is able to create enthusiasm at the back seat:

CNET, tom’s guide, and Slashgear all followed that assessment, so in the end, we were called “Best of CES” four times. A great award, that really helps us on our way to the consumer market. Moreover, it makes us very excited about the next CES event – so see you in June in Shanghai.

First steps on a global stage

Learn more

Until now, immersive experiences have been mostly visual. But holoride includes the real-time physical feedback of the vehicle you’re in, making your experience even more intense. So you really start to feel what you see. With holoride, reality becomes part of the game.

XR enriched by driving physics

The most exciting experiences are the new ones. With holoride, every ride is a new adventure and the XR content is never the same. holoride’s elastic content adapts to the route length and type, driving styles, and location for experiences tailored to your journey.

Elastic Content

People often can’t enjoy transit time, because watching a movie or reading makes them feel uncomfortable. By matching what you see and what you feel with almost no latency, holoride is able to reduce motion sickness. Being in transit becomes time well spent.

Turning vehicles into moving theme parks.

Adding thrill to every ride

XR enriched by driving physics

Elastic Content

More euphoria, less nausea

Turning back seats into entertainment spaces

Creativity and imagination build realities

Curious? Join the team!