During this year’s CES tech gathering in Las Vegas on January 3, Chinese electric vehicle giant BYD demonstrated its intelligent automotive cockpit equipped with US firm Nvidia’s on-demand cloud gaming service, known as GeForce NOW, bringing users a more playable and immersive game experience.
GeForce NOW purports to have upgraded the mobile entertainment experience in a comprehensive way. Users can enjoy real-time and complete gaming experiences without being bound by devices, whether on desktop computers, laptops, smartphones or cars. While parking or charging, passengers can run games on the platform without waiting for the whole file to be downloaded to the system.
BYD and Nvidia will further explore the possibility of cooperation in cloud gaming services and introduce GeForce NOW into the international automobile market. In addition, based on the openness and compatibility of BYD’s intelligent and connected vehicles system, it plans to customize GeForce NOW applications together with Nvidia. BYD’s 15.6-inch rotating screen, with HiFi Dynaudio and Nvidia’s RTX technology, can bring users a vivid visual and auditory experience and create an immersive game cockpit that is simple to operate.
South Korea’s Hyundai Motor also cooperates with Nvidia in cloud gaming services. Nvidia believes that with the popularization of pure EVs and automated driving technology, automotive lifestyles will change and new plans will be put forward for how to spend time in cars.
Nvidia has high ambitions for its automotive business, which currently accounts for only a small part of its total revenue. Among the firm’s $5.93 billion revenue in the third quarter last year, the automobile department’s revenue only accounted for $251 million. This was far less than its two core businesses – namely, gaming and data centers – which logged 3Q revenues of $1.57 billion and $3.83 billion respectively.
However, in terms of growth rates, the firm’s gaming and automotive businesses show opposite trends. In the third quarter of 2022, Nvidia’s game business revenue decreased by 51% compared with the same period of 2021 and 23% compared with the previous quarter. Nvidia’s automotive revenue increased by 86% compared with the same period of 2021 and 14% compared with the previous quarter.
At CES 2023, Nvidia also announced its cooperation with Foxconn, an electronic technology service provider headquartered in Taiwan. According to the agreement, Foxconn will produce electronic control units based on Nvidia DRIVE Orin for the global automobile market. At the same time, the EVs produced by Foxconn will adopt DRIVE Orin ECUs and DRIVE Hyperion sensor architecture to realize driving functions with high automation.