How Automakers Use Gaming to Market Cars to Gen Z

Why Gaming Matters to Car Brands

Automakers use gaming to reach Gen Z where attention, identity and community already exist. Young players increasingly value social interaction, creativity and gameplay over passive advertising, so car marketing now works best when the vehicle becomes part of the experience rather than a banner around it.

Virtual Worlds Turn Cars Into Experiences

Hyundai uses Roblox to present future mobility through playable challenges, including IONIQ EVs, robotics, hydrogen technology and advanced air mobility. Its Hyundai Adventure was built specifically to engage Gen Z and Alpha through an interactive world instead of a traditional showroom.

Fortnite Lets Brands Launch Concepts Playfully

BMW used Fortnite to create “Hypnopolis,” a virtual city built around the BMW iX2, complete with challenges, brand landmarks and a Car Creator that let players customize a digital vehicle. Nissan also launched “Electrify the World” in Fortnite, where players collected batteries to power futuristic EV concepts tied to the Japan Mobility Show.

Racing Games Create Digital Test Drives

Automakers use racing games because they let players feel speed, handling and design in a familiar format. BMW brought the M240i into Rocket League before launch, while Hyundai added the IONIQ 5 N and N Vision 74 to Asphalt Legends Unite with events, influencer content and real-world rewards.

The Real Marketing Strategy

Gaming campaigns work because they mix product discovery, self-expression, competition and shareable moments. Unlike age-restricted gaming categories such as online roulette for real money at Wildz, automaker activations must stay brand-safe, accessible and entertainment-led. The goal is not only to sell today, but to make future buyers emotionally familiar with the brand before they enter the dealership.