Well, what do you know? Kao Corporation isn’t alone in making a video game to create awareness of its products. Hyundai is doing it too. At the world’s largest video game trade fair and convention, Gamescom, Hyundai not only showed up with the INSTEROID Concept Car, but also debuted a self-developed retro arcade game starring the concept car. Hyundai made history by becoming the first automaker to have a booth at the event’s Retro & Family Area.
The INSTEROID is based on Hyundai’s INSTER sub-compact EV, but at Gamescom, it wasn’t about range or charging speed. Instead, the car became the pixelated hero of a vintage-styled maze game. Players steer the INSTEROID through levels to collect points and avoid enemies—think Pac-Man, but swap the yellow dot-chomper for an EV with attitude.
Hyundai says the move is part of a bigger strategy to connect with younger audiences and embed mobility into everyday digital culture. In other words, the next time you see a Hyundai ad, it might look less like a car commercial and more like a Twitch stream.
If you missed the Cologne debut, don’t worry. The INSTEROID game will resurface at Salone Auto Torino and Japan Mobility Show later this year, and an online version will be free to play via Hyundai’s Global website and Instagram.
Images: Hyundai.
