578/21/2025
Hyundai Motor Company has redefined the intersection of mobility and digital culture with its dynamic debut at gamescom 2025, the world’s largest gaming event. Becoming the first automotive company to claim a solo presence in the event’s Retro & Family Area, Hyundai unveiled its imaginative INSTEROID Retro Arcade experience, blending vintage arcade fun with the cutting-edge innovation of its all-electric INSTER model.
The interactive booth, which runs August 20–24 at Koelnmesse in Cologne, places the spotlight on the INSTEROID concept car alongside a playable arcade game inspired by classic maze challenges. Visitors can step into a world where mobility meets play, guiding the futuristic INSTER vehicle through two action-packed stages: first by collecting energy items to evolve into the INSTEROID, and then by outsmarting villains in a fast-paced maze battle against a final boss.
“At gamescom, we’re delivering a unique brand experience that bridges mobility and gaming for digital natives,” said Sungwon Jee, Senior Vice President and Global Chief Marketing Officer at Hyundai Motor. “Gaming is now part of everyday digital culture, and through immersive storytelling, we’re building emotional connections with the next generation of drivers.”
A Retro Arcade With a Futuristic Twist
Hyundai’s INSTEROID Retro Arcade is housed in a classic arcade cabinet, complete with custom visuals and sound effects drawn directly from the INSTEROID user experience (UX). From the moment players press start, they’re immersed in a gamified version of Hyundai’s design language — including custom sounds created for boarding, idling, drifting, and more.
To amplify the fun, Hyundai is also hosting live competitions at the booth. The top-ranking players will see their likeness transformed into playable in-game characters, merging personal identity with the brand’s forward-thinking digital storytelling strategy.
Expanding Beyond the Show Floor
Hyundai’s gaming initiative doesn’t end in Cologne. Dedicated INSTEROID game experience spaces are already open at Casper Studio Busan, with a Seoul location on the way by year’s end. The company will also showcase INSTEROID at Salone Auto Torino in September and the Japan Mobility Show in October, while a free online version of the game will launch on Hyundai’s global website and Instagram (@hyundai), ensuring worldwide accessibility.
Strengthening EV Leadership With INSTER
The INSTEROID concept builds on the success of Hyundai’s production model INSTER, a sub-compact EV that has taken the market by storm since its European debut. The model’s global recognition includes the coveted World Electric Vehicle of the Year award at the 2025 World Car Awards and being named Best Small Electric Car for the City 2025 by UK outlet What Car?.
By leveraging gaming culture, Hyundai not only highlights its design and UX innovation but also underscores its commitment to staying ahead in the global EV race. The INSTEROID showcase strengthens Hyundai’s reputation as a brand that understands how to reach digital natives while redefining the future of sustainable mobility.
About gamescom
Since its launch in 2009, gamescom has become the global epicenter of gaming culture, drawing more than 1,400 exhibitors from 64 countries in 2024, including major industry players like Microsoft Xbox. Hyundai’s bold debut signals a new era of crossover between the gaming and automotive worlds — and cements the INSTER’s place as a vehicle for both the road and the imagination.