Hyundai Motor Company is set to make its first appearance at gamescom 2025, becoming the first carmaker to host a solo presence in the event’s Retro & Family Area with a self-developed arcade-style video game.
The world’s largest gaming convention will take place from 20 to 24 August at Koelnmesse in Cologne, Germany, where Hyundai will showcase its INSTEROID Retro Arcade game alongside the INSTEROID concept car, a design study based on its INSTER sub-compact electric vehicle.
Gaming meets mobility
The INSTEROID Retro Arcade is a maze-style game featuring the concept car as its lead character. Players must collect electricity-shaped items to evolve the INSTER into the INSTEROID before facing a final boss in a timed challenge.
To capture the retro aesthetic, Hyundai is presenting the game in a classic arcade cabinet format. Top players at the booth will even be transformed into in-game characters, adding an interactive twist for fans.
“Gaming has become a vital part of everyday digital culture for younger audiences,” said Sungwon Jee, Senior Vice President and Global Chief Marketing Officer at Hyundai Motor. “At gamescom, we’re delivering a unique brand experience that bridges mobility and gaming, creating emotional connections with the next generation.”
Strategic shift in brand storytelling
The move reflects Hyundai’s efforts to adapt to shifting media landscapes by using digital storytelling and interactive platforms to connect with consumers. The company sees gaming as a powerful medium to showcase innovation, particularly as mobility increasingly intersects with lifestyle and entertainment.
Visitors to Hyundai’s booth will also be able to explore the INSTEROID concept car’s digital user experience, including the integrated BeatHouse sound system and specially developed sound effects for different driving scenarios such as boarding, idling and drifting.
Global rollout
The INSTEROID game will not be limited to gamescom. Hyundai has already introduced it at its Casper Studio Busan in South Korea and plans to open another experience space in Seoul later this year. The game will also be showcased at the Salone Auto Torino 2025 in Italy this September and the Japan Mobility Show in October.
A free online version will be available through Hyundai’s official website and Instagram to reach a wider global audience.
Spotlight on the INSTER EV
By highlighting the INSTEROID concept, Hyundai is also drawing attention to its production model, the INSTER EV, which launched in Europe in late 2024 and has since gained strong sales momentum.
The INSTER has received international recognition, winning World Electric Vehicle of the Year at the 2025 World Car Awards, as well as Best Small Electric Car for the City 2025 from UK publication What Car?.
Gamescom’s global stage
Gamescom, first launched in 2009, has become one of the largest gaming events in the world. Last year’s convention featured 1,462 companies from 64 countries, including major publishers such as Microsoft Xbox. Hyundai’s debut marks the growing convergence between the automotive and gaming industries.
