Hyundai Blends Gaming and Mobility With INSTEROID Retro Arcade at Gamescom 2025

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Hyundai Motor Company is taking a bold step into the gaming world this summer, becoming the first automotive brand to host a solo presence in the “Retro & Family Area” at Gamescom 2025. The event, held August 20–24 at Koelnmesse in Cologne, Germany, will see Hyundai unveiling its INSTEROID Retro Arcade game alongside the INSTEROID concept car, blending classic gaming charm with modern EV design.

Hyundai’s move signals a fresh approach to brand communication, one that recognizes how entertainment and mobility intersect in digital culture. By entering the gaming space, the automaker hopes to connect with younger audiences who see interactive media not just as leisure, but as a cultural touchstone.

“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. “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, which debuted in March and is based on Hyundai’s INSTER sub-compact EV, serves as the centerpiece of this crossover experiment. With styling cues inspired by retro video games, the INSTEROID is more than just a show car; it’s the star of its own arcade title.

The INSTEROID Retro Arcade game draws from classic maze-chase gameplay. Players guide the digital version of the INSTEROID concept car through neon-themed levels, dodging villains, collecting points, and unlocking challenges. The combination of nostalgic mechanics and automotive storytelling makes for a showcase unlike anything previously seen from a carmaker at Gamescom.

Hyundai won’t stop at Cologne. The INSTEROID game and concept will also appear at Salone Auto Torino 2025 in September and the Japan Mobility Show in October, underscoring the company’s intent to make gaming a recurring pillar of its global brand identity. For those unable to attend in person, Hyundai will offer a free online version of the game through its official website and Instagram ( @hyundai ), making the experience accessible worldwide.

Hyundai’s Gamescom debut highlights a broader industry trend: automakers are increasingly seeking cultural relevance beyond the showroom floor. By framing cars as part of interactive experiences, Hyundai positions itself not just as a manufacturer of vehicles, but as a lifestyle brand attuned to digital-first generations.

Whether the INSTEROID Retro Arcade will become a cult favorite among gamers remains to be seen. Still, Hyundai has already scored a win by securing its place as a pioneer in blending mobility with gaming culture at one of the world’s biggest entertainment stages.