Hyundai Motor Company is making history at Gamescom 2025 by becoming the first automotive brand to host a solo booth in the ‘Retro & Family Area’. From August 20–24 at Koelnmesse in Cologne, Germany, Hyundai will showcase its INSTEROID concept car alongside the self-developed INSTEROID Retro Arcade game, merging vintage gaming aesthetics with cutting-edge mobility design.
Bridging Mobility and Gaming Culture
This milestone highlights Hyundai’s strategic expansion into digital storytelling and interactive brand experiences. By tapping into gaming culture, the company aims to connect with younger, digitally native audiences and position mobility as a natural part of everyday digital life.
Sungwon Jee, Senior Vice President and Global Chief Marketing Officer at Hyundai Motor, explained:
“At Gamescom, we’re delivering a unique brand experience that bridges mobility and gaming for digital natives. 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.”
The INSTEROID Concept Car and Retro Arcade Game
The INSTEROID concept car, derived from the Hyundai INSTER sub-compact EV, first debuted in March 2025. The design incorporates video game-inspired elements, reflecting Hyundai’s playful and futuristic design philosophy.
At Gamescom, the car will be paired with the INSTEROID Retro Arcade game, a two-stage maze-style challenge where players evolve the INSTER character into INSTEROID by collecting electricity items and defeating a final boss. All sounds, visuals, and effects in the game are sourced directly from the INSTEROID UX design, further immersing players into Hyundai’s digital ecosystem.
Classic Arcade Experience Meets Modern EV Tech
To enhance immersion, the game will be presented on traditional arcade machines at Hyundai’s booth. The top-scoring players will even have their likenesses transformed into in-game characters. Visitors can also experience the INSTEROID’s BeatHouse sound system, complete with unique soundscapes for boarding, idling, drifting, and more.
Expanding the Gaming Experience
Beyond Gamescom, Hyundai is rolling out the INSTEROID experience worldwide:
- Casper Studio Busan, Korea – dedicated gaming space now open
- Casper Studio Seoul – opening later in 2025
- Salone Auto Torino 2025 (Italy) – September showcase
- Japan Mobility Show 2025 – October showcase
- Free Online Version – available via Hyundai’s official website and Instagram (@hyundai)
Strengthening EV Brand Presence
The INSTEROID also highlights Hyundai’s INSTER production model, which has gained rapid global success since its European debut. In 2025, INSTER earned top honors including:
- World Electric Vehicle of the Year – 2025 World Car Awards
- Best Small Electric Car for the City – What Car? Awards 2025
This recognition further cements Hyundai’s leadership in the global EV market, combining sustainability, innovation, and lifestyle integration.