New Zealand has teamed up with Warner Bros Pictures and Mojang Studios to launch a world-first destination DLC (downloadable content) for Minecraft, enabling players worldwide to explore New Zealand in-game.
The DLC will launch alongside the release of Warner Bros Pictures’ A Minecraft Movie, starring Jason Momoa and Jack Black, filmed in New Zealand and set to premiere worldwide.
Prospective manuhiri (visitors) can experience a range of real-world activities in the Minecraft Aotearoa New Zealand DLC, such as paddling a waka in Abel Tasman, exploring glow-worm caves in Waitomo, or stargazing in Tekapo. They can then craft their own real-life adventure by booking New Zealand’s official 100% Pure Minecraft Itinerary, transforming this virtual journey into a dream trip to New Zealand.
Players will get a glimpse of travelling around New Zealand, taking part in activities that showcase Aotearoa’s culture, landscapes, and people. The game features six New Zealand locations, including Waitomo Caves (Waikato), Rotorua (Bay of Plenty), Kapiti Island (Wellington), Abel Tasman (Nelson/Tasman), Tekapo (Mackenzie), and Doubtful Sound (Fiordland).
Alongside adventure activities and quests, players can explore Māori culture, customs, and treasures, experience the sounds of taonga pūoro (musical instruments), and encounter native wildlife.
With widespread appeal and over 300 million copies sold, Minecraft is the best-selling video game of all time. The partnership enables Tourism New Zealand (TNZ) to connect with 70 per cent of its primary target audience in key markets who actively engage with Minecraft, making it a powerful tool for global engagement.
Minecraft players worldwide can now download and play the Aotearoa New Zealand DLC for free from the Minecraft Marketplace.
TNZ chief executive René de Monchy hopes the initiative will encourage people to turn pixels into plane tickets and experience New Zealand in person.
“This is our chance to invite the world to play Aotearoa New Zealand and show just how much fun people can have here. We want to give people an immersive taste of what New Zealand has to offer,” he said.
“Shooting A Minecraft Movie in New Zealand was an amazing experience. There is so much to experience here that you can’t do anywhere else in this world. We’re excited to give Minecraft players a glimpse of it in the upcoming Aotearoa New Zealand DLC,” shared Torfi Frans Ólafsson, senior creative director of original content and entertainment at Minecraft, and producer of A Minecraft Movie.
To promote the launch of the DLC and the movie, TNZ has also partnered with Klook and Trip.com, using the collaboration to drive off-peak arrivals. Klook will integrate Minecraft products into its Klook NZ Pass, while Trip.com will promote Minecraft-inspired itineraries. The campaign, starting in early April, aims to bring New Zealand’s immersive experiences to a broader audience.
