Hyundai Motor has teamed up with Gameloft’s hit racing game Asphalt Legends Unite to introduce its high-performance digital models to a global gaming audience.
As part of this collaboration, players can drive the IONIQ 5 N electric vehicle and the N Vision 74 hydrogen fuel cell-hybrid concept car starting April 2 with the game’s Update 43.
Running from April 3 to April 30, a four-week in-game event will give players the chance to race these Hyundai vehicles.
The top three fastest players will win a trip to South Korea, where they’ll explore Seoul’s landmarks, visit Hyundai brand spaces, test drive the IONIQ 5 N, and attend the 2025 N Festival, Korea’s largest one-make racing event.
This move is part of Hyundai’s broader content marketing strategy aimed at younger audiences, following previous campaigns like the short film Night Fishing and immersive experiences on platforms like ROBLOX and ZEPETO.
By expanding into gaming, Hyundai hopes to connect with Gen Z and Gen Alpha through interactive, cross-platform experiences.
To amplify the campaign, Hyundai is also partnering with global gaming influencers on Twitch and YouTube, who will showcase the vehicles through livestreams, exclusive content, and gameplay.
The collaboration reflects Hyundai’s ongoing push to blend storytelling with emerging digital media to stay relevant with future generations.
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