Hyundai Motor Company has redefined the intersection of mobility and digital culture with its dynamic debut at gamescom 2025 , the world’s largest gaming event. Becoming the first automotive company to claim a solo presence in the event’s Retro & Family Area , Hyundai unveiled its imaginative INSTEROID Retro Arcade experience, blending vintage arcade fun with the cutting-edge innovation of its all-electric INSTER model.

The interactive booth, which runs August 20–24 at Koelnmesse in Cologne, places the spotlight on the INSTEROID concept car alongside a playable arcade game inspired by classic maze challenges. Visitors can step into a world where mobility meets play, guiding the futuristic INSTER vehicle through two action-packed stages: first by collecting energy items to evolve

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