Hyundai Motor Company has made its first-ever appearance at Gamescom, the world’s largest gaming event, unveiling its INSTEROID Concept Car and a self-developed INSTEROID Retro Arcade Game in the fair’s ‘Retro & Family Area’.
By blending vintage gaming aesthetics with futuristic automotive design, Hyundai becomes the first carmaker to claim a solo spot in the Gamescom retro showcase, signaling a bold expansion into digital storytelling and immersive brand experiences.
The INSTEROID, based on Hyundai’s INSTER sub-compact EV, was first revealed in March and now takes center stage as the hero of the INSTEROID Retro Arcade game. The gameplay, inspired by classic maze games, challenges players to evolve their INSTER character into INSTEROID by collecting “steroid-can-shaped” energy items and then outsmart a final boss.
To enhance the experience, Hyundai has recreated the game in a classic arcade cabinet format. Visitors to the Cologne booth can also step inside the INSTEROID concept car and explore features such as the integrated BeatHouse sound system and custom UX sounds for boarding, idling, drifting, and more. Top-ranking players will even have their likenesses transformed into in-game characters.
“Gaming has become a vital part of everyday digital culture for younger audiences,” said Sungwon Jee, Senior Vice President and Global CMO at Hyundai Motor. “At Gamescom, we’re delivering a brand experience that bridges mobility and gaming, building emotional connections with the next generation.”
Beyond Cologne, Hyundai plans to expand the INSTEROID experience globally. The game will also be showcased at Salone Auto Torino in September and the Japan Mobility Show in October, with free access online via Hyundai’s official website and Instagram. Dedicated arcade spaces have already been established at Casper1 Studio Busan and soon at Casper Studio Seoul.
The INSTEROID highlights Hyundai’s fast-rising INSTER EV, which debuted in Europe last year and has already won multiple global accolades, including the 2025 World Electric Vehicle of the Year. By tying its EV success to gaming culture, Hyundai aims to reinforce its leadership in the global EV market while deepening engagement with digital-native audiences.
