Hyundai Motor develops Roblox virtual mobility experience game

South Korea’s top automaker Hyundai Motor Co. has developed an interactive metaverse game to be played on its online entertainment platform Roblox.   

The company said on Sept. 1 that it kicked off open beta service of Hyundai Mobility Adventure, a virtual space within the Roblox platform where users can experience Hyundai Motor’s mobility offerings with their digital avatars, prior to the space's official launch in October.  

Roblox is an online gaming and game creation platform developed by the New York Stock Exchange-listed Roblox Corporation. Boasting 43.2 million daily users, the platform allows players or companies such as Hyundai to create their own games using its proprietary engine, Roblox Studio.

The automaker said that Hyundai Mobility Adventure is the first virtual experience content on Roblox developed by a global auto brand.

“To build innovative relationships with young people, we will strengthen our virtual customer experience content to familiarize them with our new vehicles and future mobility solutions on Hyundai Mobility Adventure, one of our next-generation customer experience (CX) platforms,” said Thomas Schemera, Global CMO and head of the CX division at Hyundai Motor.

Roblox users on Hyundai Mobility Aventure can play games and role-play to accomplish various tasks related to mobility solutions. For instance, the company said, a player can drive Hyundai Motor vehicles such as NEXO and IONIQ 5, operate robots and purpose-built vehicles (PBVs), and run urban air mobility (UAM) transportation devices.

“Players can also develop their own avatars, upgrade their personal parking garages and participate in various social activities, immersing themselves in a wide spectrum of virtual experiences available in the metaverse,” said Hyundai Motor in a statement.

The company said that there will be a total of five themed parks hosted within the virtual space of Hyundai Mobility Adventure. The open beta service will offer the first two, namely the Festival Square, essentially a central base to which players return from their explorations and interact with each other; as well as the Future Mobility City, where players can check out Hyundai’s future mobility solutions and hydrogen fuel cell technology.

The official launch in October will open the third theme park, the Eco-forest powered by IONIQ, a recreational sphere offering a peek into a slow and minimalist lifestyle enabled by eco-friendly mobility technologies and fairy-tale fantasies.

Hyundai will also launch the Racing Park powered by N -- a racing theme park where players can drive Hyundai Motor’s high-performance N brand cars -- as well as the Smart Tech Campus within this year.

English and Korean will be offered as the playing languages during the open beta service, and Spanish will be added as an option by the official launch in October.

Daniel Cho edited this article.