Hyundai Motor will set up an exclusive booth in the “Retro & Family” zone at Gamescom, held at Koelnmesse in Cologne, Germany, from August 20 to 24 (local time). There, the company will unveil its concept car “INSTERoid” along with a retro-style arcade game developed around the vehicle, “INSTERoid Retro Arcade.” (Image courtesy of Hyundai Motor)
COLOGNE, Germany, Aug. 20 (Korea Bizwire) — Hyundai Motor made its debut at Gamescom, the world’s largest gaming convention, unveiling a retro-style arcade game inspired by its latest concept car.
From August 20 to 24, the automaker is hosting a booth in the “Retro & Family” section of Gamescom 2025 at the Koelnmesse exhibition center. There, it is presenting both its futuristic design study, the “Insteroid” — based on Hyundai’s compact electric SUV Inster (sold in Korea as the Casper Electric) — and an arcade game built around the vehicle.
The game, titled “Insteroid Retro Arcade,” invites players to guide the Inster through two stages: first collecting energy items shaped like steroid cans to evolve the vehicle into the Insteroid, then trapping enemies with dynamic lines to clear the level. The booth is designed to replicate a classic arcade hall.
The Insteroid concept, revealed earlier this year, blends video game–inspired design elements with functional aerodynamics, including a wing spoiler and air flaps on the wheel arches.
Gamescom, held every August in Cologne, attracted more than 1,400 companies from 64 countries last year. Hyundai’s presence this year signals its ambition to blur the boundaries between mobility and gaming.
“Through this event, we wanted to introduce a new brand experience that connects cars with gaming culture,” a Hyundai official said. “By experimenting with our brand assets in creative ways, we hope to deepen engagement with customers.”
Kevin Lee (kevinlee@koreabizwire.com)
