Hyundai Debuts at gamescom 2025 With INSTEROID Arcade
Hyundai Motor Company debuts at gamescom 2025, becoming the first automotive brand to secure a solo spot in the Retro & Family Area with its self-developed INSTEROID Retro Arcade game, which blends vintage gaming charm with automotive innovation to spotlight the INSTER electric vehicle.
Hyundai Motor will run a dedicated booth in the Retro & Family Area at Koelnmesse in Cologne, Germany, from 20 to 24 August. The booth will showcase the INSTEROID concept car alongside the INSTEROID Retro Arcade game to give gamers and EV fans a hands-on experience.
The company’s participation signals a strategic shift in brand communication that responds to changing media habits and content consumption. By expanding into digital storytelling through gaming, Hyundai Motor aims to build stronger connections with younger audiences and present mobility as part of everyday digital culture.
“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. “Gaming has become a vital part of everyday digital culture for younger audiences, offering a highly immersive and interactive platform that drives active participation and brand engagement. As part of our broader content marketing strategy, this approach allows us to respond to shifting media dynamics and build emotional connections with the next generation."
The INSTEROID concept car, based on the INSTER sub-compact EV and first unveiled in March, integrates video game-inspired design elements. The INSTEROID Retro Arcade game features the concept car as the lead character and draws on classic maze gameplay where players guide their character to evade villains and collect points.
The game includes two stages. In the first, players collect steroid-shaped electricity items to evolve the INSTER character into INSTEROID. In the second, players guide the evolved character to trap the final boss within a maze and finish the mission as quickly as possible. All audiovisual elements in the game come from the INSTEROID user experience designs to align the arcade action with the concept car’s UX.
To heighten immersion, Hyundai Motor presents the title in a classic arcade cabinet. The on-site booth will host an event where top-ranking players have their likenesses turned into in-game characters. Visitors can also explore the INSTEROID concept car’s UX features, including the integrated BeatHouse sound system and bespoke sounds created for scenarios such as boarding and exiting, idling and drifting.
Hyundai Motor has opened a dedicated game experience space at Casper Studio Busan in Korea, with another site set to open at Casper Studio Seoul by the end of the year. The game will also appear at Salone Auto Torino 2025 in September and at the Japan Mobility Show in October. A free online version will be available on Hyundai Motor’s official global website and Instagram (@hyundai) to reach a wider audience of gamers.
By highlighting the INSTER production model, the activation is expected to strengthen the company’s global EV presence. INSTER debuted in Europe late last year and continues to build strong sales momentum in the electric car segment.
INSTER has already drawn global acclaim, winning World Electric Vehicle of the Year at the 2025 World Car Awards. What Car? also named it Best Small Electric Car for the City 2025 in its 2025 Car of the Year Awards, reinforcing its appeal to urban drivers in the UK and beyond.
Gamescom is one of the world’s most significant gaming events, held annually in Cologne, Germany. Since launching in 2009, it has become a global showcase for game developers, publishers and hardware manufacturers. Last year’s edition hosted 1,462 companies from 64 countries, including major global distributors such as Microsoft Xbox.
