Core Insights - The automotive cockpit is emerging as the fourth screen for user interaction, following TVs, PCs, and smartphones. Unity China showcased three innovative technologies at the 2025 Shanghai Auto Show, including a digital twin factory project, a digital smart emotional cockpit, and a vehicle gaming ecosystem based on this fourth screen [1] Group 1: Unity's Automotive Business - Unity China's 3D cockpit solution has a market share exceeding 85%, attributed to product suitability and strong performance on high-end chip architectures like Qualcomm's 8155 [2] - The automotive business has doubled in growth this year, driven by the ramp-up of production for models launched in 2022 and 2023, indicating a rapid growth phase [3] - Currently, gaming accounts for over half of Unity China's business, while automotive business growth is fast but remains below 20% [4] Group 2: Challenges and Opportunities in In-Car Gaming - Car manufacturers are cautiously optimistic about in-car gaming, eager to explore but hesitant to invest heavily due to the limited audience for games in vehicles [7] - Unity aims to act as an intermediary between car manufacturers and game developers, leveraging its engine and toolchain that have already adapted to thousands of vehicles [7] - The economic viability of in-car games is crucial; both car manufacturers and game developers need to see financial benefits, and players must be willing to pay [8] Group 3: Safety and Technical Considerations - Safety remains the top priority for Unity, with limited access to vehicle computing resources, ensuring that gaming does not interfere with critical vehicle operations [9] - Unity's gaming solutions must meet strict performance requirements, focusing on accuracy and responsiveness rather than flashy graphics [9]

Group 1: Core Insights - Unity is showcasing its industrial operating system based on digital twin technology and providing support for in-car gaming at the 2025 Shanghai Auto Show [1] - The president of Unity China, Zhang Junbo, predicts that smart cockpits will become the fourth major gaming scene after television, computers, and mobile devices, with the in-car gaming sector expected to explode in the next 2-3 years as smart cockpit adoption increases [2][5] Group 2: In-Car Gaming Landscape - The demand for in-car gaming is anticipated to rise as more new car models are equipped with smart cockpits, which are increasingly viewed by users as essential entertainment systems [5] - Current challenges in the in-car gaming sector include inconsistent systems, high customization difficulty, poor user experience, and a limited number of games available [6] Group 3: User Experience Challenges - Factors such as vehicle motion, screen positioning, and ambient light significantly impact user experience in in-car gaming [7] - Solutions being explored include developing chassis and seat technologies to reduce motion, potentially introducing adjustable screens, and using anti-glare materials for rear seats [7] Group 4: Revenue Models - Unity is exploring various revenue models in the early stages of the in-car gaming industry, including offering a game box with a subscription model, providing free games with in-app purchases, and charging car manufacturers installation or activation fees [8] Group 5: Digital Twin Technology - Unity has launched a high-precision digital twin factory project in collaboration with NIO, which aims to enhance data collection, AGV scheduling, and real-time monitoring of robotic operations in automotive manufacturing [9] - The technology is expected to reduce the development cycle from several years to 18 months by assisting in production planning and providing training in a virtual environment [10]