Gameloft for brands and Hyundai Take Home Gold and Bronze Honors at The Drum Awards!

Asphalt Legends in-game activation was honored with Best Digital Experience in Automotive and Best Media Omni Channel awards.

Gameloft for brands, the team specialized in creating advertising solutions for brands in the gaming space, today announced in partnership with the Hyundai Motor Company that their recent Asphalt Legends: The Electric Race in-game activation has won two honors at The Drum Awards, prestigious international awards that recognize excellence in the fields of advertising, marketing, and creative communications. In recognition of the campaign’s success, Gameloft and Hyundai received the Gold Award for “Digital Experience – Automotive” and the Bronze Award for “Media – Best Omnichannel,” and were also finalists for “Best in Media – In-Game” and “Best in Gamified Experiences.”

In 2024, Hyundai wanted to redefine what electrification means for the next generation. Hyundai is strengthening its position as an innovative, global-leading brand that resonates with young audiences and inspires a new era of mobility. With the global EV market expected to grow by 25% from 2024 to 2025, Hyundai seized the opportunity to tap into gaming culture through Asphalt Legends, connecting with gamers and showcasing the appeal of its latest EV innovations. The Electric Race, a global in-game tournament introducing the IONIQ 5 N and N Vision 74, combined virtual competition with exclusive real-world experiences, culminating in top players being invited to South Korea for an unforgettable test-drive event.

The campaign achieved remarkable results: 1.88 million unique players (exceeding the 1.5M target), 22.54% participation rate (surpassing 18.12% benchmark), and 15.38 million minutes of engagement—equivalent to 30 years of driving Hyundai cars. It garnered 137 million total impressions, with a 2025 Brand Lift Survey showing a +7-point increase in brand affinity, a 49% increase in desirability, and a 47% increase in purchase intent. Hyundai transformed perceptions, proving electrification is exhilarating and cementing its place in youth culture as a bold, progressive brand.

Watch the best-case video here https://youtu.be/w005AG5qdTw.

"This collaboration with Hyundai Motor Company perfectly demonstrates our belief that gaming has become one of the most powerful environments for innovative brands to communicate effectively towards a younger audience,” says Florent Vallauri, Managing Director SEA Pacific at Gameloft. “Through Asphalt Legends, we were able to deliver an immersive and seamless experience that engaged a young, global, and highly involved audience while generating tangible results for our partner. We are proud that this activation has been recognized by The Drum Awards, further validating gaming as a major media channel for advertisers.”

"Partnering with Gameloft allows us to connect with a new generation of drivers in a space where they are deeply engaged. With The Electric Race, we showcased that electrification can be thrilling, emotional, and innovative—not just sustainable. Seeing the campaign resonates with millions of players and earns recognition from The Drum Awards reinforces our commitment to building Hyundai as a progressive brand rooted in technology, performance, and culture," adds Ilhwan Lim, Head of Digital Communication Team at Hyundai Motor Company.

For more information on Hyundai IONIQ 5 N, please visit: https://www.hyundai.com/worldwide/en/brand-journal/mobility-solution/electrifying-n-ioniq-5-n

For more information on the Hyundai N Vision 74, please visit: https://www.hyundai.com/worldwide/en/brand-journal/mobility-solution/n-vision-74