The news: LG Electronics will integrate Xbox into its vehicle infotainment systems, allowing passengers to play games on the road, per Engadget. The feature requires vehicle internet connectivity, an Xbox Game Pass Ultimate subscription, and Bluetooth-enabled controllers.

At the same event, IAA Mobility 2025, LG announced plans to incorporate Zoom, integrating a user experience that will allow drivers to participate in meetings without added distraction.

“This partnership marks a major milestone in redefining what’s possible inside the vehicle, helping people communicate and stay connected while on the move,” said Zoom chief ecosystem officer Brendan Ittelson, per an LG press release.

Infotainment boom: From Big Tech players to payment providers, brands are leaning into connected cars as the Next Big Thing. In fact, 73% of drivers who use voice assistants are likely to use in-car voice commerce if available, per SoundHound.

• In March, Google announced plans to integrate games into Android Auto. The games have to be downloaded on phones first and can only be played while the car is in Park.
• Last week, Volvo and Mastercard partnered to pilot an in-car toll payment system.

And infotainment systems are proving fruitful.

• 56% of drivers look up brands after hearing an audio ad, per Audacy.
• 48% walked into a store after hearing about a brand while in-car.
• 41% bought a product advertised in their vehicles.

But not all pilot programs have taken off. In February, Stellantis came under fire for on-screen ad pop-ups that appeared when Jeeps stopped.

Our take: LG’s integrations open up new in-vehicle advertising opportunities within premium ad formats, including in-game inventory.

With LG’s data, brands will be able to geotarget the gaming and productivity demographics while they’re on the move—opening opportunities for gas stations, restaurants, and brick-and-mortar stores.