BMW has partnered with AirConsole, an online casual multiplayer gaming service provider, to add a collection of different single as well as multiplayer games in their vehicles starting with the 7 series models next year.

The games will run directly in the vehicle’s entertainment system and will provide an easy way of entertainment while waiting in the car. It is important to note that the games will only be accessible when the vehicle is not in motion for safety reasons of the passengers, the company spokesperson said to TechCrunch.

The smartphone will act as the controller for the games and will be connected by scanning a QR code in order to play. The BMW 7 series will entertain its riders with a 31.3 inch 8K display with built-in Amazon Fire TV. Other future models will also come with these features of gaming over the air.

“With AirConsole, we will leverage innovative technologies combined with a broad variety of fun and multiplayer games. This will make every waiting situation inside the vehicle, such as charging, an enjoyable moment,” said Stephan Durach, Senior Vice President, BMW Group Connected Company Development.

Online gaming has been booming in the past few years for both casual and competitive players. While casual players do not require an elaborate setup for playing games, companies are still trying to make it as easy and accessible as possible for their customers.

Companies like BMW making these moves shows how important the gaming sector has become and the potential earnings it can provide. Engaging the customers by providing these small-yet-important features will impact the company’s market reputation in the long term.

There is a huge possibility that many companies will follow these steps in the coming years while many others have already recognized the online gaming sector as one of the most profitable sectors including the government.