Peugeot Steps Into Gaming's Largest Stage
At Gamescom 2025 in Cologne, Peugeot is doing something new. The French automaker will partner with Rocket Beans TV, a well-known German gaming channel, to present the Peugeot E-3008 to a crowd that matters: gamers. From August 20 to 24, more than 335,000 attendees are expected, with millions more tuning in through Twitch and YouTube.
Peugeot is betting that this audience, once dismissed as a niche, is now central to shaping consumer technology. By entering the gaming space, the company positions itself in front of a global audience already comfortable with digital innovation and electric mobility.
Why Gaming Matters to Automakers
Gaming has moved mainstream. According to Peugeot, over half of gamers are older than 30, with the average age in Germany at 39.5. These consumers are past the stereotype of teenagers in basements. They are working adults with disposable income, making them a valuable group for automakers.
The gaming industry has also pushed innovation in fields that directly connect to cars. Virtual reality and simulation technologies developed for games have been adapted to automotive design, safety testing, and driver training. By aligning with gaming, Peugeot signals its recognition of that crossover.
The Peugeot-Rocket Beans Collaboration
Rocket Beans TV, a creator-driven channel focused on gaming and pop culture, will broadcast directly from Peugeot’s stand in Hall 8 at Gamescom. Live coverage begins August 19 across YouTube, Twitch, and Rocket Beans' own platform. Other content creators will amplify the event, extending Peugeot’s exposure beyond the booth.
For Peugeot, this is about visibility. The automaker wants its E-3008 fastback SUV in front of a demographic already engaged online. To reinforce the booth presence, Peugeot has launched a digital campaign with banner ads and video content running on Twitch and YouTube. This targeted approach reaches gamers who won’t be in Cologne but will follow the event online.
The Peugeot 3008: Core of the Strategy
At the center of the campaign sits the Peugeot 3008, a vehicle that has already secured over 100,000 orders since launch.
Key features include:
- Panorama i-Cockpit with integrated digital assistant
- Multiple powertrain options: two hybrid and three electric
- Four trims: Allure, GT, Launch Edition, Allure Business
- Starting price: $44,900 USD (approx., converted from €41,000)
The E-3008 variant delivers an electric alternative, targeting buyers who want style and sustainability in one package. Peugeot’s pitch: the car is practical, technologically advanced, and available in formats that appeal to different needs.
What Peugeot Gains From Gamescom
Peugeot’s appearance is not about showcasing the biggest booth. It’s about relevance. The company gains:
- Reach: Streaming ensures millions beyond the 335,000 in Cologne will see the E-3008.
- Demographic fit: Gamers in their late 30s and 40s are potential EV buyers.
- Brand association: Connecting with Rocket Beans TV ties Peugeot to a platform trusted by gaming fans.
This strategy avoids the broad, expensive reach of traditional advertising. Instead, it delivers focused attention to a group already spending large amounts of time online.
Gaming and Cars: A Shared Future
The partnership reflects a broader industry trend. Automakers increasingly view gamers as a bridge to the future of connected mobility. Simulation tech now shapes how vehicles are tested. Augmented reality plays a role in training and driver assistance. Even infotainment systems borrow cues from game design, with intuitive menus and immersive graphics.
For Peugeot, appearing at Gamescom is not just about marketing. It’s also about positioning itself in the same innovation stream as the companies shaping consumer digital behavior.
Rocket Beans TV: More Than Entertainment
Rocket Beans TV started with familiar faces from GameOne, a German gaming show. It has since built a loyal fan community through interactive formats, movie programs, and gaming events. Its reach is significant because it provides both authenticity and trust—two qualities younger buyers often value more than polished advertising.
By using Rocket Beans as a platform, Peugeot places itself within authentic, unscripted conversations rather than traditional commercials. This method increases credibility among an audience sensitive to overproduced marketing.
Gamescom 2025: Bigger Than Ever
Gamescom itself has grown into the largest gaming convention in the world. More than 1,500 exhibitors will present new titles, hardware, and interactive experiences. Attendees can try games firsthand and attend panels and workshops. The event extends into Cologne’s city center with the Gamescom City Festival, featuring live music and cultural programming.
For automakers, the event offers something different than a traditional auto show. The crowd is younger, digitally fluent, and interested in emerging technology. For Peugeot, that overlap makes attendance a strategic choice.
