The UAE's gaming industry has grown significantly in recent years, establishing the country as a thriving hub for gamers and game developers. Similarly, demand for in-vehicle Wi-Fi has increased in the UAE, reflecting its global expansion as a key feature that vehicle owners seek. Indeed, the automotive connectivity market is currently worth USD 33.42 billion and is expected to grow to USD 190.29 billion by 2033.
And so it doesn’t come as a surprise that OnStar, General Motors connectivity and safety technology, hosted the region’s first gaming tournament. The Highway Hero Tournament was driven entirely by in-vehicle Wi-Fi in the UAE. OnStar brought together 10 of the region’s finest gamers with the competition taking place at the backseats of Chevrolet and GMC connected vehicles. GM also partnered with Etisalat for technology solutions.
The tournament took place for a total of 12 hours and covered 450 kms of UAE roads all the way from the Liwa desert to Ras Al Khaimah via Dubai. Yes, the cars were moving as the players were gaming. This further shows how good the connected car tech is in GM’s cars. For the readers who are avid gamers, you can see gameplay on the dedicated tournament webpage.
Shereen Harris, Head of Marketing & Subscriptions at OnStar Middle East, said: “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. 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.”
