Hyundai Motor Company is making its debut at gamescom 2025, becoming the first automotive company to claim a solo spot in the Retro Family Area with its self-developed INSTEROID Retro Arcade game, which combines vintage gaming charm with automotive innovation.
Hyundai Motor will operate a dedicated booth in the Retro Family Area at Koelnmesse in Cologne, Germany , from August 20-24. The booth will showcase the INSTEROID concept car alongside the INSTEROID Retro Arcade game.
The companys participation in the event reflects a strategic shift in brand communication, responding to evolving media landscapes and content consumption trends. By expanding into digital storytelling through gaming, Hyundai Motor aims to build stronger connections with younger audiences and present mobility as part of everyday digital culture.