Hyundai Partners with Asphalt Legends Unite to Drive High-Performance Cars into Gaming World

Abu Dhabi : Hyundai enters the digital racing arena with Asphalt Legends Unite, launching iconic high-performance EVs and offering fans a shot at real-world rewards through immersive gaming.

• Hyundai adds IONIQ 5 N and N Vision 74 to Asphalt Legends Unite.
• The in-game event runs from April 3 to April 30, with winners flying to Korea.
• Hyundai continues its content marketing shift after 2023’s short film ‘Night Fishing’.
• Global influencers join campaigns to reach Gen Z and Alpha gamers.

Hyundai Motor Company is shifting gears in brand storytelling, taking its high-performance vehicles beyond the road and into the virtual racing world. The Korean automaker has joined hands with

Gameloft’s globally popular racing game, Asphalt Legends Unite, launching a new campaign that targets younger audiences through the immersive world of gaming.

Hyundai Enters Asphalt Legends Unite

Starting April 2, with the launch of Update 43, Hyundai’s IONIQ 5 N electric vehicle and the retro-futuristic N Vision 74 hydrogen fuel cell-hybrid concept will be available in the game. Players across platforms—including mobile, PC, and consoles—can now experience Hyundai’s most exciting cars in high-speed virtual action.

To celebrate the collaboration, Hyundai is hosting a special in-game event running from April 3 to April 30. Players will compete in a four-week series of time-based challenges, and the top three winners will receive a once-in-a-lifetime trip to South Korea. 

The prize includes visits to Seoul’s top attractions, exclusive brand experiences, a chance to drive the IONIQ 5 N, and attendance at the 2025 N Festival, Korea’s top one-make motorsport event.

Digital Campaign Highlights

• Players can race the IONIQ 5 N and N Vision 74 from April 2 onwards.
• The in-game event from April 3–30 offers a Korea trip to top racers.
• Influencers on YouTube and Twitch will share exclusive live gameplay.
• Built on Hyundai’s past content platforms like ROBLOX and ZEPETO.

Marketing Shift to Digital Platforms

The move into gaming follows Hyundai’s broader shift away from traditional advertising methods. “Last year, we launched content-driven marketing through the short film ‘Night Fishing’, focusing on storytelling as a way to break through the decline of traditional advertising,” said Sungwon Jee, Global Chief Marketing Officer of Hyundai Motor Company. “This year, we are expanding our brand storytelling into gaming through our partnership with Asphalt Legends Unite to connect younger generations in a space they love.”

This isn’t Hyundai’s first digital venture. The company had previously explored virtual spaces like ROBLOX’s ‘Hyundai Future Adventure’ and ZEPETO’s ‘Timeless Seoul’. The brand is clearly investing heavily in non-traditional marketing channels to engage a new generation of consumers.

By entering Asphalt Legends Unite, Hyundai is taking another bold step in content-driven marketing, combining gaming, influencer culture, and real-world rewards. Through this high-octane partnership, Hyundai not only showcases its performance lineup but also deepens its connection with Gen Z and Alpha audiences in the UAE and beyond.