INSTEROID gets its game on at the Cologne gamescom
5 minute read
INSTEROID, Hyundai’s INSTER on steroids, powered up the gamescom 2025 in Cologne to make Hyundai the first-ever automotive brand to have a solo presence in the ‘Retro & Family’ area. And if that was not exciting enough, our INSTEROID booth came with its own INSTEROID retro arcade game – challenging players to achieve their fastest time.
Game on!
Gamescom is one of the most significant gaming events in the world, held annually in Cologne, Germany. Since its launch in 2009, it has become a global showcase for game developers, publishers, and hardware manufacturers. This year, the event attracted 357,000 visitors and was hosted by 1,568 companies from 72 countries, including major global distributors such as Microsoft Xbox, and Krafton. Just the right place for an unexpected debut!
The booth with a bombastic highlight
Based on the INSTER sub-compact EV, the INSTEROID is a perfect example of what happens when a car gets superpowers. As a true concept car, INSTEROID is a bold design vision that blends racetrack DNA with gaming influences, trends, and customization options.
At the Hyundai dedicated booth in the Retro & Family area, visitors were greeted with the impressive sight of the INSTEROID in all its muscular glory. Behind it, a decorated wall featured action posters and INSTEROID-inspired merchandise, along with two very special ‘old school’ video game machines, whose bright orange color and retro shape immediately gave off the classic gaming vibes of the 80s and 90s.
INSTEROID on a mission
INSTEROID s high-performance character, rally heritage, and gaming influences provided the perfect mix for the creation of a game like no other. Based on the classic collect while being chased format, our game tells the story of the relationship between the INSTER and INSTEROID and how one becomes the other. Players compete in two phases for the chance to race, win, and enjoy all the fast-paced gaming excitement.
In the first phase, players zoom through a bright, retro-themed world reminiscent of the pioneering games of the past. Their mission– to collect all the steroid-shaped electricity items to transform their INSTER into the INSTEROID. The second phase sees them tasked with navigating the INSTEROID through a maze, trapping the opposing characters, and completing the quest as quickly as possible. All audio and visual elements in the game were either sourced from the INSTEROID user experience (UX) designs or related to INSTER.
They came, saw, and gamed
The displayed INSTEROID and action-packed arcade games continually drew large crowds of curious visitors and enthusiastic gamers. Among the 6,700 players who played at the booth was Neonmotte, a German-based game streamer who achieved a groundbreaking record of 7.09 seconds. His high-speed score not only made him the winner of the event but also earned him a special honor, because we had promised that the player with the fastest score would also appear as a star opponent character in the game.
To be able to exist eternally within a game is like a dream come true for gamers. I could not resist participating in the event, and after about 15 20 times of playing, I was fortunate enough to break the 8 second line. Neonmotte, the winner of the INSTEROID retro arcade game event (a.k.a Fastest one)
The updated game featuring Neonmotte’s character can be played by scanning the provided QR code or using the link at the end of this article. You will be ready to play without needing to download or register. We will also distribute the updated game through the Hyundai global Instagram & threads account.
INSTEROID up close & personal
Enhancing the gaming action and excitement was our INSTEROID performance, which took place every 30 minutes. Visitors at gamescom could take a break from the digital world and experience the real world of the INSTEROID. The displayed model captivated and commanded attention, and the opportunity to interact with itㅡsuch as testing its unique sound and UI of different drive modesㅡcould not be resisted. The integrated BeatHouse sound system rounded the whole experience out for an unforgettable day.
At gamescom, we’ve delivered 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. 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. Sungwon Jee, Senior Vice President and Global Chief Marketing Officer
The game must go on!
The INSTEROID retro arcade game will be showcased at CASPER Studios in Korea and featured at the Torino (Salone Auto Torino 2025) and the Japan Mobility Show. All events highlight the INSTER production mode and further boost Hyundai s global presence in the EV market. Launched in the European market late last year, INSTER has enjoyed impressive sales momentum
Our participation at gamescom was a fun, action-packed, and rewarding experience that took us into the gaming world and its strong ties to mobility. Moreover, it reflects a strategic shift in our brand communication, adapting to the changing media landscape and evolving content consumption trends. By expanding into digital storytelling through gaming, we strive to build stronger connections with younger audiences and position mobility as part of everyday digital culture.
Link to the INSTEROID retro arcade game:
https://www.hyundai.com/worldwide/en/insteroidgame
For more information on Hyundai’s gaming experience: Hyundai's EV and hydrogen lineup gets its game on
For more information on the INSTEROID: INSTEROID pushes the boundaries of automotive design
For more information on INSTER: Hyundai INSTER: New A-Segment Sub-Compact EV Delivers Unique Design with Segment-Leading Range and Versatility