Tourism New Zealand has collaborated with Warner Brothers Pictures and Mojang Studios to enable players to explore New Zealand in Minecraft.

This partnership resulted in a unique downloadable content (DLC) to promote the upcoming release of A Minecraft Movie.

René de Monchy, the CEO of Tourism New Zealand, remarked on the innovative nature of this promotional strategy, stating:

“This innovative approach to destination marketing offers millions of Minecraft fans the unique opportunity to virtually explore and create within a range of iconic New Zealand locations.”

Torfi Frans Ólafsson expressed excitement for the project, saying:

“Shooting A Minecraft Movie in New Zealand was an amazing experience… We used every opportunity we could to explore the magnificent beauty of New Zealand.”

With over 300 million copies sold, Minecraft stands as the best-selling video game, offering an impactful platform for promoting New Zealand both online and offline.

In addition to showcasing New Zealand, the project highlights the country’s film production talents, game development, and cultural heritage, appealing to the business events sector. De Monchy added:

“The project creatively combines technology, gaming, culture, New Zealand’s otherworldly places, Māori culture, and people.”

Whetu Paitai from Piki Studios expressed pride in representing Māori culture in this gaming context, emphasizing:

“Developing the first ever Minecraft game for a destination, especially a place as close to my heart as New Zealand, feels immensely rewarding.”

This collaboration exemplifies how the merging of gaming with tourism can create unique and engaging experiences, reaching a broader audience.