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BMW revealed the latest updates to its in-car gaming features and its connection with non-fungible tokens (NFTs) at ApeFest 2024 in Lisbon.
Hosted by the Bored Ape Yacht Club (BAYC), one of the top NFT collections from Yuga Labs, ApeFest served as the launch platform for the new BMW 2 Series Gran Coupé, designed with the BAYC community in mind.
A major highlight was BMW’s collaboration with BAYC to introduce a unique in-car game feature called “Dookey Dash: Unclogged.” Developed in partnership with Yuga Labs, this game is an updated version of the well-known “Dookey Dash” endless runner, allowing players to use the new BMW 2 Series Gran Coupé as their in-game vehicle.
Players can navigate through obstacles, break through barriers, and collect power-ups in the game. BMW has plans to make the game available to drivers via its BMW Digital Premium package on the BMW ConnectedDrive system.
The BMW 2 Series Gran Coupé showcased at ApeFest wasn’t just about gaming — it also took shape as a custom art piece, designed in an online contest held within the BAYC community.
The winning design, created by Dubai-based designer Rida, incorporated BAYC’s distinctive style with gold accents and a mosaic of cartoon ape silhouettes. To boost its sporty appeal, BMW equipped the model with M Performance Parts.
4/ BMW 2 Series ApeCar
The first-ever ApeCar, created by BMW and BAYC, designed by Apes for Apes. Built on the all-new BMW 2 Series Gran Coupe, which launched on October 16, 2024.
Available exclusively to the members of the BAYC community for purchase at ApeFest Lisbon!… pic.twitter.com/U7zWyYv6bj
— MaeveKnows (@maeveknowsnfts) October 22, 2024
After the reveal, BAYC members were given the option to register interest in purchasing the custom model, which would be tailored to meet each buyer’s local market requirements and feature exclusive digital enhancements.
BMW’s collaboration with BAYC also introduced attendees to a virtual driving experience through a mixed-reality setup using VR and GPS technology. Additionally, an exclusive NFC-enabled club jacket was available for sale.
With this partnership, BMW continues to integrate Web3 culture into its brand. The company’s exploration of Web3 began in 2022 with trademark applications related to the metaverse and NFTs, and since then, BMW has engaged in several projects.
One of its more prominent initiatives included the debut of the “i Vision Dee,” a concept vehicle for the metaverse that represents BMW’s approach to future digital mobility. Earlier this year, BMW also partnered with Meta to explore how augmented reality (AR) and virtual reality (VR) technologies could be incorporated into smart vehicles.
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