German automaker BMW announces a new feature for its cars that has been compared to video game microtransactions. Games such as PlayerUnknown's Battlegrounds make billions of dollars from microtransactions and loot boxes, and it seems that the automotive industry also sees this as an easy way to make a lot of money.
In a press release published last week, BMW confirmed that in July, its Operating System 7 software would be getting an update that allows vehicle owners to purchase software upgrades. These upgrades will be around 1GB and take around 20 minutes to install. Owners will be able to purchase software subscriptions that allow heated seats and safety features like automatic high-beams.
With avoiding car crashes being the primary concern for just about every driver, it does seem like an odd choice to sell something like this on subscription, but it could also be a very lucrative one.
The announcement has been criticized by some drivers who don't support the idea of having to spend on microtransactions after having paid the high price that a BMW vehicle commands. In April, BMW announced esports partnerships, and so the company has a link to the gaming industry. However, car microtransactions are the last thing that drivers and gamers will have wanted BMW to copy from video games.
Others though may see this as a smart way to save money. It would allow drivers to pay for features they need in the seasons they need them, like heated seats in winter, potentially making driving a BMW a bit more affordable.
Image source: Wikimedia Commons Alexander Migl Creative Commons license