Hyundai AutoEver, part of the renowned South Korean automotive group Hyundai, recently organized a thrilling esports event exclusively for its employees. This initiative showcases the company’s commitment to fostering team spirit and enhancing employee interaction through gaming.
The AutoEver Rock Festival brought together employees to compete in popular games such as League of Legends and StarCraft II. This unique event attracted around 650 participants, with the top 30 making it to the finals, which were broadcast live on YouTube, featuring commentary from professional esports casters.
The festival aimed to boost communication among employees while enhancing their overall experience. Hyundai AutoEver views gaming not just as a pastime but as a strategic tool to promote collaboration and communication within its workforce. A company representative emphasized the festival’s role in improving employee relations and pledged to continue exploring diverse communication channels to enrich corporate culture.
In 2024, Hyundai expanded its engagement with esports by hosting the Hyundai N Virtual Cup, a sim racing event that drew participants from Europe, China, South Korea, and the United States.
Esports in South Korea
Over the last 30 years, esports has become deeply embedded in South Korean culture. Recently, the leader of the Democratic Party of Korea (DPK) advocated for a more robust esports policy to support the growing industry. Notably, the LCK Grand Finals were broadcast on terrestrial TV for the first time in August, expanding viewership for the popular League of Legends circuit.
In addition, esports organizations are increasingly investing in the country. For instance, Gen.G opened Seoul’s first-ever PC gaming cafe operated by an esports organization, marking a significant expansion of gaming infrastructure in the region.