Now passengers can play Pictionary on your Audi's dashboard screen - but is it a distraction drivers don't need?

Gaming in cars has become something of a trend of late.

With the arrival of electric cars that [arguably] feel fairly samey to drive - delivering instant torque, no sound, and a relatively soulless experience compared to a combustion engine equivalent - manufacturers are under pressure to make their vehicles more appealing in less conventional ways.

And that includes turning them into games consoles on wheels.

Various manufacturers already have gaming capabilities built into their latest in-car infotainment systems.

However, all of these are restricted to the vehicle being stationary as to not distract the driver – or run the risk of them playing along while behind the wheel.

But that’s now changed. Audi has become the first auto brand to provide gaming facilities that can be activated while the car is in motion, although it says the driver can't see them.

The deal with American toy-making giant Mattel now means you can play Pictionary and Who Wants to be a Millionaire in your A5, Q5, A6, A6 e-tron or Q6 e-tron while on a motorway schlep or school run. Its arrival has essentially sounded the death knell for I-spy.

But is the inception of gaming on the move simply a cracking way to keep the kids entertained on long journeys, or could it be yet another huge distraction for drivers whose attention is already been drawn away from the road by an abundance of technology in their cars?

Audi's gaming platform is provided by developer AirConsole.

It allows up to four occupants with smartphones to connect to the in-car screens using a QR code. They can then compete in a number of quickdraw games.

There are 15 to choose from in total from launch, including that all-time favourite, Uno!

And more are available with AirConsole’s extensive back catalogue consisting of hundreds of options, ranging from puzzles and quizzes to racing and sports.

However, to access the full suite, customers will likely need to pay a monthly subscription. In the US, this is $4.99, so it’s likely to be a fiver here.

All games are 'cloud-based', meaning they don't need to be downloaded, and they can be played on pretty much every device and platform available, from computer-based browsers to smart TVs.

Its recent switch to the automotive space has been a successful one, having already signed deals with Audi’s rival BMW and parent manufacturer Volkswagen.

Currently, the service is only available in cars with Android-based infotainment systems running as their operating system – which could rule it out for brands incorporating Apple’s new Car Play Ultra dashboard system.

The latter takes over the entire digital space in the cabin, including the temperature controls and the driver’s instrument cluster, with Apple's new system debuted by Aston Martin this month.

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The AirConsole interface is downloaded from the Audi Application Store. Passengers can then take part in group games during journeys.

The game sequence is shown only on screens that are located in the direct field of vision of the front and rear passengers - and will strictly not be visible to the driver.

How does it claim to guarantee this?

Once the gaming system has been selected, the car’s infotainment brain automatically selects Audi’s 'Active Privacy' mode. This acts like a digital curtain, preventing the driver from taking part.

AirConsole boss Anthony Cliquot explained: ‘By enabling gameplay on the passenger screen in a way that prioritises safety - by not distracting the driver - we’re taking a bold yet responsible step toward a future where cars are not just modes of transport, but platforms for shared digital experiences.'

However, with up to four people shouting out answers, potentially reading out the questions, and almost certainly squabbling about one or another cheating, it would be naïve to suggest there isn’t an additional distraction risk of technology of this kind.

A recent study by the RAC revealed that almost two thirds of motorists admit they've made mistakes while driving because they've been distracted behind the wheel.

With drivers already tempted to take their eyes off the road by ever-increasingly capable smartphones - at the risk of being issued a £200 fine and six penalty points if caught doing so - and many diverting their attention to larger, more convoluted touchscreens, technology is already having a concerning impact on behaviour at the wheel.

But despite the emergence of tech, the biggest distraction is still a human one.

The motoring organisation's poll of 2,691 UK drivers earlier this month found that conversing and interacting with passengers remains the biggest trigger for dangerous distraction - named by 43 per cent of the panel as the reason for why they've almost had a shunt.

More broadly, 63 per cent of the panel admitted making mistakes due to having their attention diverted away from the task of driving for one reason or another.

Surely, the inception of gaming only exacerbates the risk.

With all occupants' eyes on the screen so close to the driver's periphery, and the rousing competitive conversation in such proximity to an individual trying to concentrate on the road, this technology - despite its claims of failsafe measures - adds to an existing abundance of distractions luring motorists from the job in hand.

Having seen the details of the new AirConsole system, road safety charity IAM RoadSmart and its director of policy and standards, Nicholas Lyes, told This is Money: 'Technology that promotes game playing while the vehicle is in motion carries a level of risk.

'The driver should be focused on the driving task, rather than on the game being played by passengers.

'Momentarily being distracted by a brainteaser or passengers shouting answers out loud while trying to navigate a tricky junction can reduce awareness of what is going on around the vehicle, potentially increasing the risk of a collision.

'Like everything, it’s important the driver mitigates against these risks.'

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We reached out to AirConsole to better understand how it is limiting driver distraction.

Cliquot told us: 'When the vehicle is in motion, the experience is intentionally designed for the front passenger only.

'The game library is curated to include single-player titles that minimize distraction, and we deliberately exclude party games or any content that could draw attention away from the road.

'We also recognise that passenger entertainment, whether from tablets, phones, or built-in screens, can be a potential source of distraction for the driver.

'However, by integrating gaming directly into the car’s system, we can design for safety from the ground up: limiting interaction to appropriate contexts, adapting content, and ensuring drivers aren’t encouraged or able to participate while the vehicle is in motion.'

Audi also provided a - very brief - statement on the potentially distracting nature of the system. A spokesperson said: 'Technical solutions have been put in place to allow passengers to enjoy games safely.'