“Hyundai Motors is at the game show?” Casper EV, the main character… Hyundai Motor’s Surprise Trade (SS Eyes)

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(Sports Seoul | Cologne = Kim Min -kyu) “Why did Hyundai come to the game show?”

Hyundai Motor has appeared in the world’s largest game show ‘Game Spom 2025’. This is the first time that a global automobile company, not a game company, has developed a game and organized an exhibition booth. At the center is Hyundai’s small electric SUV ‘Inter (domestic name Casper Electric)’ and ‘Inter Lloyd’ based on the design concept car based on it.

Hyundai Motor has set up a booth in Gamescom 2025 ‘Retro & Family Area’ held in Cologne, Germany for five days from 20 to 24. What was released here is the retro arcade game ‘Inter Lloyd Retro Arcade’ developed by Hyundai Motor.

The main character in the game is the concept car ‘Inter Lloyd’. The user must explore the maze like a classic arcade game, collect electric nyems, imprison enemies, and perform missions. The car becomes a character in the game and performs a mission in a short time.

Hyundai has defined the game as a communication platform with the digital native generation beyond simple entertainment.

Lee Tae -yoon, the manager of Hyundai Motor Lee Tae -yoon, who met at the Gamekom site, said, “It is likely that the younger generation is likely to grow into a fan base. The game culture is the most natural space with them.”

This work was completed in collaboration with the domestic indie developer ‘Oji’, which developed ‘Cat Heaven’. It is significant in that it is the first case of ‘Hyundai Motor’s own game’ in the way of putting vehicles in famous games such as cart rider, asphalt legend Unite and Gran Turismo.

So why is Hyundai sincerely in the game?

The manager said, “We have noticed the game with new marketing following movies and music. We also visited G -Star in Busan to improve the understanding of the game.” “We will actively communicate in the culture of the game. Emphasis was emphasized.

Hyundai has also prepared a two -way communication event with game users beyond simple experiences. These include events that make gamers who have cleared games in the fastest time and apply them to the game, and the ‘Inter Lloyd Unique Sound’, which is implemented in line with the vehicle’s ride and drift situation.

In addition, we have opened a separate experience space in ‘Casper Studio Busan’ for domestic users, and plans to distribute the online version for free on the global website and Instagram.

The manager said, “The game is now a powerful medium that connects brands and customers beyond simple leisure.”

‘Inster’ has already proved its merchandise by being selected as an electric car of the world in the 2025 World Car Awards. With the participation of the Gamescom, Insloyd has been reborn as a content and cultural icon in the game beyond just a car.

The answer to the question ‘Why Hyundai came to the game show’ is clear. This is because the game is the most intuitive and powerful stage to meet with future customers. kmg@sportsseoul.com