Hyundai Drives into Gaming with ‘Inter Lloyd Retro Arcade’ at Gamescom 2025
Cologne, Germany – Hyundai Motor is strategically expanding its brand engagement by entering the gaming world. The automaker announced today it will showcase a custom retro arcade game, “Inter Lloyd Retro Arcade,” at gamescom 2025, the world’s largest game show, held in Cologne from August 20 to 24.
A New Approach to Brand Engagement
This marks a notable shift for Hyundai, aiming to connect with a global audience through a familiar and engaging medium. the company will occupy a single booth at Gamescom, displaying not only the arcade game but also the concept vehicle ‘Interoid.’ The arcade game itself is inspired by classic maze games, featuring Hyundai’s all-electric small SUV, the Casper Electric – known as ’Inter’ in some markets – and the character Insloyd.
“We wanted to showcase a new brand experience that breaks the boundaries between mobility and games by participating in this Gamescom 2025,” stated a Hyundai Motor official. “This game’s participation is part of content marketing, and we plan to strengthen dialog with customers with new attempts using games and Hyundai Motor brand assets.”
Gamescom: A Global gaming Hub
Gamescom attracts a massive audience of gamers, developers, and industry professionals. In 2024, the event hosted 1,462 companies from 64 countries, including major players like Microsoft’s Xbox [[1]]. The show provides a platform for unveiling new games and innovative technologies, offering attendees exclusive early access.
Hyundai’s strategy leverages the growing intersection of automotive and gaming, recognizing the potential to reach younger demographics and build brand affinity.
Did You Know?
The global gaming market is projected to reach $385.47 billion in 2025, demonstrating its immense cultural and economic influence.
Interactive Experience and Online Access
Visitors to the Gamescom booth will be able to play the “Inter Lloyd Retro Arcade” game in a dedicated game room setting. An additional event will reward the fastest players with an experience of “Inter Lloyd Unique Sound,” a soundscape developed to correspond with in-game actions like winning, entering, and drifting.
hyundai is also extending the experience beyond the event. A dedicated gaming space has already been established at ‘Casper Studio Busan’ in South Korea for domestic gamers.Furthermore, the online version of the game will be available for free download via the Hyundai Motor Global website and Instagram, broadening its reach to a global audience.
Pro Tip:
Brands are increasingly using gamification to enhance customer engagement and build brand loyalty.This strategy aligns with broader trends in experiential marketing and digital brand building.
Key Details at a Glance
| Event | Dates | Location | Hyundai Focus |
|---|---|---|---|
| Gamescom 2025 | August 20-24 | Cologne, Germany | ‘Inter Lloyd Retro Arcade’ game debut, ‘Interoid’ concept car display |
| casper studio Busan | Ongoing | Busan, South korea | In-person gaming experience |
| Online Release | TBD | hyundai Motor Global Website & Instagram | Free game download |
What impact will this foray into gaming have on Hyundai’s brand perception? And how might other automotive manufacturers respond to this innovative marketing approach?
The Rise of Automotive-Gaming Partnerships
The collaboration between the automotive industry and the gaming world is a growing trend. Automakers are recognizing the potential to reach new audiences, showcase vehicle features in immersive environments, and even gather valuable data on driver behavior. This partnership extends beyond simple advertising,encompassing in-game vehicle integrations,esports sponsorships,and the progress of custom gaming experiences. The increasing sophistication of gaming technology, coupled with the demand for engaging content, makes this a natural evolution for both industries.
frequently Asked Questions about Hyundai’s Gamescom Initiative
- What is the ‘Inter Lloyd Retro Arcade’ game? It’s a retro-style arcade game developed by Hyundai Motor featuring thier Casper Electric vehicle and the character Insloyd.
- Where can I play the game? Initially at Gamescom 2025 in Cologne, Germany, and later online via Hyundai’s website and Instagram.
- What is the ‘Interoid’ concept car? It’s a concept vehicle that will be displayed alongside the arcade game at Gamescom 2025.
- Why is Hyundai entering the gaming space? To connect with a wider audience, notably younger demographics, and build brand affinity through an engaging experience.
- Will the game be available on mobile devices? Currently, data indicates it will be available online via Hyundai’s website and Instagram, but mobile availability hasn’t been confirmed.
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