In an effort to connect with younger audiences, Hyundai Motor Group appeared at gamescom 2025 and became the first automotive company to claim a solo spot in “Retro & Family Area” with its self-developed INSTEROID Retro Arcade game.
The move reflects a strategic shift in the OEM’s brand communication as they respond to an evolving media landscape and content consumption trends. By expanding into digital storytelling through gaming, Hyundai said it wants 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, in a statement. “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.”’
Jee added that this approach, which is part of the company’s broader content marketing strategy, allows them to respond to shifting media dynamics and “build emotional connections with the next generation.”
The OEM’s INSTEROID concept car is based on the INSTER sub-compact electric vehicle and was first unveiled in March. It integrates video game-inspired design elements and draws inspiration from classic maze games.
