Hyundai Hits the Gas on Gaming Partnerships | 2.9 million plays
Hyundai Hits the Gas on Gaming Partnerships | 2.9 million plays
Hyundai Hits the Gas on Gaming Partnerships | 2.9 million plays
Hyundai Hits the Gas on Gaming Partnerships | 2.9 million plays
Hyundai Hits the Gas on Gaming Partnerships | 2.9 million plays
by Seif Seoudy
Market Analyst
How is Hyundai engaging future car buyers through racing games?
Hyundai is shifting gears to connect with young gamers by integrating its EV and hydrogen vehicles into two popular racing titles: Asphalt Legends Unite and KartRider Rush+. These strategic placements allow players to experience Hyundai's IONIQ 5 N, N Vision 74, and other models in high-octane digital environments.
What Makes These Activations Stand Out
In Asphalt Legends Unite, players raced Hyundai's performance EVs during a four-week competition (April 3-30, 2025), with top winners earning a trip to Korea. The KartRider Rush+ collaboration transformed the IONIQ 6 and 9 into playable karts, generating 2.9 million plays in their debut week. Both activations leveraged gaming influencers across North America, Europe, and Asia to amplify reach.
Why It Matters to Marketers
Hyundai's gaming strategy targets 18-24 year olds - future car buyers - through authentic integration rather than disruptive ads. By featuring both production models (IONIQ 5 N) and concept cars (N Vision 74), the campaigns showcase Hyundai's innovation while letting players experience vehicle performance firsthand. The multi-game approach demonstrates how auto brands can engage different gaming subcultures - from hardcore racing fans to casual mobile players.
Want to explore automotive-gaming partnerships? Mana can help fuel your strategy.
How is Hyundai engaging future car buyers through racing games?
Hyundai is shifting gears to connect with young gamers by integrating its EV and hydrogen vehicles into two popular racing titles: Asphalt Legends Unite and KartRider Rush+. These strategic placements allow players to experience Hyundai's IONIQ 5 N, N Vision 74, and other models in high-octane digital environments.
What Makes These Activations Stand Out
In Asphalt Legends Unite, players raced Hyundai's performance EVs during a four-week competition (April 3-30, 2025), with top winners earning a trip to Korea. The KartRider Rush+ collaboration transformed the IONIQ 6 and 9 into playable karts, generating 2.9 million plays in their debut week. Both activations leveraged gaming influencers across North America, Europe, and Asia to amplify reach.
Why It Matters to Marketers
Hyundai's gaming strategy targets 18-24 year olds - future car buyers - through authentic integration rather than disruptive ads. By featuring both production models (IONIQ 5 N) and concept cars (N Vision 74), the campaigns showcase Hyundai's innovation while letting players experience vehicle performance firsthand. The multi-game approach demonstrates how auto brands can engage different gaming subcultures - from hardcore racing fans to casual mobile players.
Want to explore automotive-gaming partnerships? Mana can help fuel your strategy.
How is Hyundai engaging future car buyers through racing games?
Hyundai is shifting gears to connect with young gamers by integrating its EV and hydrogen vehicles into two popular racing titles: Asphalt Legends Unite and KartRider Rush+. These strategic placements allow players to experience Hyundai's IONIQ 5 N, N Vision 74, and other models in high-octane digital environments.
What Makes These Activations Stand Out
In Asphalt Legends Unite, players raced Hyundai's performance EVs during a four-week competition (April 3-30, 2025), with top winners earning a trip to Korea. The KartRider Rush+ collaboration transformed the IONIQ 6 and 9 into playable karts, generating 2.9 million plays in their debut week. Both activations leveraged gaming influencers across North America, Europe, and Asia to amplify reach.
Why It Matters to Marketers
Hyundai's gaming strategy targets 18-24 year olds - future car buyers - through authentic integration rather than disruptive ads. By featuring both production models (IONIQ 5 N) and concept cars (N Vision 74), the campaigns showcase Hyundai's innovation while letting players experience vehicle performance firsthand. The multi-game approach demonstrates how auto brands can engage different gaming subcultures - from hardcore racing fans to casual mobile players.
Want to explore automotive-gaming partnerships? Mana can help fuel your strategy.
How is Hyundai engaging future car buyers through racing games?
Hyundai is shifting gears to connect with young gamers by integrating its EV and hydrogen vehicles into two popular racing titles: Asphalt Legends Unite and KartRider Rush+. These strategic placements allow players to experience Hyundai's IONIQ 5 N, N Vision 74, and other models in high-octane digital environments.
What Makes These Activations Stand Out
In Asphalt Legends Unite, players raced Hyundai's performance EVs during a four-week competition (April 3-30, 2025), with top winners earning a trip to Korea. The KartRider Rush+ collaboration transformed the IONIQ 6 and 9 into playable karts, generating 2.9 million plays in their debut week. Both activations leveraged gaming influencers across North America, Europe, and Asia to amplify reach.
Why It Matters to Marketers
Hyundai's gaming strategy targets 18-24 year olds - future car buyers - through authentic integration rather than disruptive ads. By featuring both production models (IONIQ 5 N) and concept cars (N Vision 74), the campaigns showcase Hyundai's innovation while letting players experience vehicle performance firsthand. The multi-game approach demonstrates how auto brands can engage different gaming subcultures - from hardcore racing fans to casual mobile players.
Want to explore automotive-gaming partnerships? Mana can help fuel your strategy.
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GAMING AND CULTURAL MOMENTS
The gaming communities across South Asia, Southeast Asia, the Middle East, and Oceania are deeply intertwined with cultural moments like Ramadan, Lunar New Year, and Diwali, presenting unique opportunities for brands to connect with audiences. These moments see a surge in gaming activity, with players embracing themed events, in-game purchases, and social play, making gaming an ideal platform for cultural engagement.
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GAMING AND CULTURAL MOMENTS
The gaming communities across South Asia, Southeast Asia, the Middle East, and Oceania are deeply intertwined with cultural moments like Ramadan, Lunar New Year, and Diwali, presenting unique opportunities for brands to connect with audiences. These moments see a surge in gaming activity, with players embracing themed events, in-game purchases, and social play, making gaming an ideal platform for cultural engagement.
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Subscribe to our newsletter for exclusive gaming reports and updates delivered right to your inbox.
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level up your media buys with player-centric formats.
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GAMING AND CULTURAL MOMENTS
The gaming communities across South Asia, Southeast Asia, the Middle East, and Oceania are deeply intertwined with cultural moments like Ramadan, Lunar New Year, and Diwali, presenting unique opportunities for brands to connect with audiences. These moments see a surge in gaming activity, with players embracing themed events, in-game purchases, and social play, making gaming an ideal platform for cultural engagement.
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Subscribe to our newsletter for exclusive gaming reports and updates delivered right to your inbox.
© 2024 Mana Partners
level up your media buys with player-centric formats.
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GAMING AND CULTURAL MOMENTS
The gaming communities across South Asia, Southeast Asia, the Middle East, and Oceania are deeply intertwined with cultural moments like Ramadan, Lunar New Year, and Diwali, presenting unique opportunities for brands to connect with audiences. These moments see a surge in gaming activity, with players embracing themed events, in-game purchases, and social play, making gaming an ideal platform for cultural engagement.
Get your copy now
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of the Game
Subscribe to our newsletter for exclusive gaming reports and updates delivered right to your inbox.
© 2024 Mana Partners
level up your media buys with player-centric formats.
NOW AVAILABLE
GAMING AND CULTURAL MOMENTS
The gaming communities across South Asia, Southeast Asia, the Middle East, and Oceania are deeply intertwined with cultural moments like Ramadan, Lunar New Year, and Diwali, presenting unique opportunities for brands to connect with audiences. These moments see a surge in gaming activity, with players embracing themed events, in-game purchases, and social play, making gaming an ideal platform for cultural engagement.
Get your copy now
Stay Ahead
of the Game
Subscribe to our newsletter for exclusive gaming reports and updates delivered right to your inbox.
© 2024 Mana Partners