LG Partners With Xbox Gaming & Zoom for Immersive In-Car Experiences
The company is strengthening its position in the software-defined vehicle era with its webOS-based Automotive Content Platform…
At IAA MOBILITY 2025 in Munich, Germany, LG Electronics hosted a press conference to share its vision for the future of mobility and announce new partnerships. The conference, titled “Redefining the In-Cabin Experience: Why the Automotive Content Ecosystem Matters,” featured Eun Seok-hyun, president of the LG Vehicle Solution Company; Chris Jo, head of the webOS Platform Business Center at the LG Media Entertainment Solution Company; Chris Lee, vice president of Xbox Marketing at Microsoft; and Brendan Ittelson, chief ecosystem officer at Zoom.
“Leveraging nearly 70 years of customer experience expertise in home appliances and IT, LG has a unique competitive edge to redefine the vehicle from a simple means of transportation into a living space centered on the user experience,” said Eun Seok-hyun. “We aim to supply our webOS-based ACP to 20 million vehicles by 2030 while continuously expanding our content and service ecosystem.”
In-Car Gaming With Xbox
During the conference, LG emphasized the importance of providing a scalable in-vehicle ecosystem and revealed two partners to expand its content offerings. Among the announcements was that the Xbox app will be integrated into LG’s webOS-based Automotive Content Platform (ACP). Passengers with an Xbox Game Pass Ultimate subscription, a compatible Bluetooth controller, and supported internet access will have access to play hundreds of games, including titles such as Doom: The Dark Ages and Forza Horizon 5, directly from the vehicle’s infotainment system via cloud gaming.
“At Xbox, we’re always looking for new ways to bring the joy of gaming to more people, wherever they are. Through our work with LG, we are expanding the experience and value of gaming even further for players,” said Lee. “Soon, passengers can access their gaming library and carry their progression with them wherever they go—whether on the road or at home. Bringing Xbox to the in-vehicle experience means every journey is not only more entertaining but supports the flexibility players expect from Xbox.”
Connecting With Zoom on the Road
LG is also expanding the scope of its ACP beyond entertainment with the addition of a native Zoom app. LG ACP will allow drivers and passengers to conduct meetings and manage work across multiple vehicle models—all while enabling safer driving with a user experience that reduces distractions, company officials stated in the press release.
“At Zoom, we believe in meeting people where people meet, whether that’s in the office, at home or even in the car,” said Ittelson. “This partnership marks a major milestone in redefining what’s possible inside the vehicle, helping people communicate and stay connected while on the move.”
Streaming Content
Passengers will also be able to stream content on the vehicle’s infotainment display (with an automotive data plan and an appropriate subscription) from services such as Netflix, Disney+, YouTube, Baby Shark World for Kids, Play.Works, Haystack News and LG Channels, along with Korean local streaming services TVING and WAVVE.
