Hyundai’s EV and hydrogen lineup gets its game on
6 minute read
The young gamers of today are the new car buyers of tomorrow. To engage them and generate excitement around our range of EV and hydrogen vehicles, we integrated our brand into two globally popular online racing games. We did just that and accelerated the brand communication while enhancing the gaming experience.
For the fast and the curious!
Gamers love a good race – whether in sleek sportscars careening down a city street or riding customized karts through a bright fantasy landscape – they all share the need for speed, exciting competition, and fast-paced action. In cooperation with game creators and gaming influencers, we are integrating our range of EV and hydrogen cars into two action-packed and popular games: Asphalt Legends Unite and KartRider Rush+. Both games invite players to race against each other in a multi-player, multi-week online competition and take things to the next thrilling level.
Game on!
Since their inception, racing and rally games have held a special place in the gaming universe. Who can resist the high-speed action, the choice of exciting vehicles, competing players, and fascinating, changing landscapes? It's no wonder that the genre remains an all-time favorite.
As a company dedicated to the future of mobility, we want to engage with this dynamic gaming community and enable its young demographic base to connect with our exciting lineup of hydrogen and electric-driven vehicles. This activating approach presents an opportunity to introduce our brand and reach gamers who will be the first car buyers of tomorrow.
Casual gaming for communal fun
Experiencing the thrill of driving through simulation games is great, but casual racing games can be played and enjoyed almost anywhere—whether as a short break between daily tasks or during a more extended session. Either way, the gaming excitement is guaranteed.
Asphalt Legends Unite and KartRider Rush+, target young players (ages 18-24). This demographic not only boasts a strong gamer base but is also likely to purchase their first car in the near future.
Asphalt Legends Unite
Hyundai’s collaboration with Gameloft and its award-winning game Asphalt Legends Unite was a source of great excitement and enthusiastic speculation in the online community. The project, which saw intense cooperation between the two companies, added a new level of racing fun with the addition of two very special Hyundai high-performance electric vehicles and a concept model into the game.
Asphalt Legends Unite is a cross-platform game that allows players to compete against each other across various devices, including smartphones, tablets, PCs, and consoles. Primarily consisting of young individuals aged 18 to 24 from North America, Europe, and India, Asphalt Legends Unite is a racing game packed with exquisite high-performance sports cars that get pulses racing even before the race begins.
During the global four-week in-game competition, from April 3rd to April 30th, players can push their Hyundai vehicles and driving skills to the limit. In the first week, we will introduce the IONIQ 5 N and N Vision 74 to gamers for some high-speed racing action. The IONIQ 5 N enjoys a global reputation as well as the love of many customers as a high-performance EV, while the addition of the N Vision 74, a high-performance hydrogen hybrid concept model, embodies cutting-edge technology and carries forward the design heritage of the Pony Coupe, showcasing Hyundai’s vision for the future. The second week will showcase the unique N Vision 74, while the third and fourth weeks will put the sporty IONIQ 5 N in the spotlight. The fastest player will be honored as the winner in May, and a total of three winners will have the opportunity to visit Korea for a brand tour.
Throughout the campaign, and to bolster the online buzz, we will work alongside gaming influencers from North America, Europe, and India to get things into high gear. As respected and trusted figures, their expertise and unique perspectives will forge a special connection with the gaming community.
KartRider Rush+
KartRider Rush+ is an online kart racing game where participants can choose from various colorful characters and race against other online players through fantasy landscapes in their specially customized karts. In the game, players can choose various game modes to heighten the action, such as speed mode for that extra boost to the finish line or item mode, where players can shoot items from their karts at the competition to slow them down.
As a mobile game, it is played on iOS and Android devices and is the most favored casual racing game in Korea, with a large, young, and loyal player base, primarily consisting of players from Korea, Taiwan, China, and Thailand.
Interacting with the IONIQ lineup in a gaming environment opens up new communicative potential in reaching future buyers.
IONIQ and INSTEROID get a KartRider Rush+ makeover
To take advantage of the game’s popularity, we incorporated Hyundai’s electric car lineup into the KartRider Rush+ environment in January 2025. The launch date was significant because it aligned with the Korean Lunar New Year, or"Seollal," which holds particular importance in the Kgame industry.
Before the kart race could begin,the IONIQ 6 and IONIQ 9 needed to be transformed as a kart to fit the visual world of KartRider Rush+. The characteristics of each IONIQ has been applied to the kart, with the IONIQ 6, known for its streamlined body and speed is a perfect match as a speed kart, while the IONIQ 9, Hyundai’s first three-row electric SUV shows off its spacious yet aerosthetic appearance takes advantage in pushing away other Karts also supported by electric items that are specifically equipped for the EV.
Both IONIQ-inspired karts kicked off their gaming debut with a pole position start, attracting 300K players within just one week. Thanks to the boost from various organic user-generated content by game streamers and users,their immense popularity in the gaming
community was highlighted by a recorded 2.9 million plays, demonstrating the success of the collaboration. Due to its popularity, the upcoming KartRider Rush+ collaboration in April will feature the
"INSTEROID," a concept car inspired by the all-electric INSTER, the new A-segment sub-compact urban EV.
Game-changing for gamers
Whether experienced digitally in games or in the real world, we are dedicated to movement in all its positive and progressive facets. Having our lineups 'gamified' for this unique community was a special treat and honor.
And we'll be back in the game soon with new racing action, so stay tuned!
Follow @hyundai on Instagram for more exciting gaming news.