The news: Upcoming versions of Apple CarPlay and Google’s Android Auto tethered connected car platforms reveal shifts in the segment and some potential inroads to advertising and sponsorship opportunities.

While both platforms started as a way to cast smartphone apps onto car infotainment screens, Apple and Google are diverging in their connected car strategies.

Google’s gaming angle: It’s looking to convert in-car dashboards into entertainment hubs with passenger-first experiences, full-screen modes, and exclusive game tie-ins.