Hyundai has a unique surprise for gamescom 2025. It’s the new Hyundai INSTEROID concept car. This isn’t just a car on display. This is a brilliant blend of vintage gaming and automotive design. Hyundai is the first car brand to have a solo booth. They are in the “Retro & Family Area” with their own game. This move shows a shift in marketing. The goal is to connect with a new generation. They are telling stories through a digital, interactive platform.
Hyundai and Gamescom: A Perfect Match
This is Hyundai’s debut at gamescom. The event is one of the world’s largest. It attracts a huge audience of gamers. By being there, Hyundai connects with digital natives. The company is presenting mobility as part of digital culture. This strategy helps build strong connections. It creates emotional engagement with a younger audience. The booth features the INSTEROID concept and its game.
The INSTEROID Retro Arcade Game
The INSTEROID concept car is based on the INSTER EV. The concept car has a very bold design. The design is inspired by video games. The INSTEROID Retro Arcade game features this car. The game is like a classic maze game. Players guide the car to collect points. They must also evade villains in the maze.
The game has two distinct stages. In the first stage, you collect items. They are shaped like steroid cans of electricity. This helps you evolve the INSTER into the INSTEROID. In the second stage, you trap a final boss. You must complete the mission as fast as possible. All the sounds and visuals come from the INSTEROID’s UX design.
The INSTEROID Concept’s Unique Features
The physical INSTEROID concept car is also very impressive. It has many video game-inspired features. It has a widened body and track-optimized wheels. There’s also a large wing spoiler and diffuser. Its design looks like it rolled right out of an 8-bit game. The interior features a gaming cockpit. It has bucket seats and a roll cage. The car’s user experience has a lot of personality.
Visitors to the booth can explore these features. They can check out the integrated BeatHouse sound system. The system creates unique sounds. You hear different noises for boarding, exiting, and idling. The game is displayed in a classic arcade machine. It’s a great way to experience the car.
From Concept to Reality: The INSTER EV
The INSTEROID is based on the INSTER production model. The INSTER is a sub-compact EV. It debuted in Europe and has strong sales. The car has also received major awards. It won World Electric Vehicle of the Year. That was at the 2025 World Car Awards. It was also named Best Small Electric Car for the City. That award came from What Car? magazine in the UK. This success shows Hyundai’s leadership in the EV market.
This unique concept car proves Hyundai’s creativity. It shows how the brand is moving forward. It’s an innovative way to highlight new EVs. The INSTEROID blends fun with technology. Hyundai is truly bridging mobility and gaming.
Disclaimer: Please note that this article is for informational purposes only. The INSTEROID is a concept vehicle and not intended for production.
Source: Hyundai
