General Motors host first gaming tournament showcasing car tech

Designed to highlight the connectivity of automotive technology through the lens of popular gaming culture.

OnStar, General Motors’ pioneering connectivity and safety technology, hosted the region’s first gaming tournament, driven entirely by in-vehicle Wi-Fi.

Bringing together 10 of the region’s top gamers, the tournament took place out of the backseat of Chevrolet and GM connected cars.

The Gameplay event lasted 12 hours and covered 450 km of the UAE’s roads, all the way from the Liwa desert to Ras Al Khaimah via Dubai. Gameplay can be followed through a video series of episodes, launched on a dedicated  webpage.

The gaming tournament from Etisalat was designed to highlight the connectivity of in-car technology through the lens of popular gaming culture.

Shereen Harris, Head of Marketing and Subscriptions at OnStar Middle East, said: “Infotainment is one of the fastest growing aspects of the automotive industry, enabled by seamless connectivity and rich data flows.

“Whilst modern vehicles can already connect navigation and infotainment systems, a fully connected car can provide both convenience and elevated user experiences for its passengers, turning vehicles into agents of personal time, and really bringing to life the sense of living with a smartphone on wheels.

“Through Highway Hero, we are delighted to exemplify this and bring gaming enthusiasts together in a way never imagined before by the connectivity, convenience and safety of connected vehicles”.

Esam Mahmoud, Senior Vice President – Small & Medium Business at Etisalat by e&, said: “We’re delighted to have partnered with OnStar for the Highway Hero gaming tournament, providing a platform to demonstrate our expertise in seamless automotive connectivity.

“Leveraging our proficiency in mobility IoT and connected car solutions, we’re transforming the automotive sector with advanced communication capabilities.

“This collaboration aligns with our commitment to shaping the future of technology and mobility while also driving the UAE’s connected ecosystem, which includes autonomous transportation.

“It supports our strategy to advance digital transformation, confirming our role in the UAE’s technology and mobility landscape.”

The gaming industry in the UAE has experienced a surge in recent years, establishing the nation as a hub for gamers and game developers. The automotive connectivity market is currently valued at $33.4 billion, projected to reach $190.3 billion by 2033.

By blending the gaming world with fast in-vehicle Wi-Fi, OnStar was able to show the power of advanced vehicle connectivity and communication technology through uninterrupted online gameplay.