Hyundai Autoever, a Hyundai Motor Group company, held a large in-house esports event called the Autoever Rock Festival to help employees communicate more easily and enjoy a more engaging workplace culture.
For this event, the company shortlisted six popular games for the competition, including League of Legends and StarCraft. The company said the interest in this event was high, with 650 employees signing up to participate. Around 30 players made it to the final stage which was live-streamed on YouTube and featured professional esports commentators to give the event the feel of a real gaming tournament.
A Hyundai Autoever representative said in an official statement, “The ‘Autoever Music Festival’ is part of our program to improve the employee experience. It gives employees healthy ways to communicate and strengthens teamwork. We will continue to create more communication channels that support our company culture.”
This is not the first time Hyundai Motor Group has used esports to connect with people. The company has hosted several gaming events over the years, such as the Hyundai N e-Festival, a sim racing competition that started in 2020, and the Hyundai N Virtual Cup, a global racing tournament offering a prize pool of $100,000. Hyundai also supported the eSports WRC rally simulation series in 2018 and 2019.
Other major car brands are also involved in esports. Porsche runs the Porsche TAG Heuer Esports Supercup, a major global iRacing competition with a $200,000 prize pool.
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