To celebrate the upcoming release of “A MINECRAFT MOVIE”, filmed in New Zealand, Tourism New Zealand has partnered with Warner Bros. Pictures and Mojang Studios to create a world-first destination DLC (downloadable content) for Minecraft, inviting its users worldwide to 'play’ New Zealand in game mode. 

With more than 300 million copies sold globally, Minecraft is the best-selling video game of all time. “This innovative approach to destination marketing offers millions of Minecraft fans the unique opportunity to virtually explore and create in a range of iconic New Zealand locations,” says Tourism New Zealand Chief Executive René de Monchy. 

The collaboration also shines a spotlight on New Zealand’s strong film production, game development, and Indigenous creative industries - areas that offer unique appeal for the business events sector. 

“The project creatively combines technology, gaming, culture, New Zealand’s otherworldly places, Māori culture, and people to present New Zealand to the vast Minecraft universe in an innovative way,” de Monchy says. 

Tourism New Zealand worked with Piki Studios, an official Minecraft Partner and award-winning Māori game design studio, to build the DLC. Chief Business Operator Whetu Paitai led the development, working with Tourism New Zealand, the wider tourism industry and mana whenua (local Māori) from the regions depicted to create an authentic and fun experience. 

Paitai says: “Working with Mojang on such an iconic game has been an incredible experience, filled with both excitement and responsibility. Developing the first ever Minecraft game for a destination, especially a place as close to my heart as New Zealand, feels immensely rewarding. However, it also comes with its own set of unique challenges.

“One of these was ensuring that the rich Whāraki (interconnected tapestry of stories, traditions, and cultural heritage) of our land and people was accurately and respectfully represented. We have been able to work with Mojang in a way that is very collaborative and respectful.  

“Māori game development is growing, but our whanau (people) have to see models of that happening in front of them and this is what projects like this achieve.” 

The DLC will launch alongside the release of Warner Bros. Pictures’ “A MINECRAFT MOVIE,” starring Jason Momoa and Jack Black, which was filmed in New Zealand and is set to premiere around the world in April 2025. 

The filming in New Zealand was made possible through the New Zealand Screen Production Rebate (NZSPR), which attracts major global productions to film and create in New Zealand. Administered by New Zealand Film Commission (NZFC), the incentive ‘uplift’, requires productions to deliver additional benefits beyond economic investment. For “A MINECRAFT MOVIE” this included supporting the creation and promotion of the Aotearoa New Zealand DLC. 

Torfi Frans Ólafsson, Senior Creative Director of Original Content & Entertainment at Minecraft & Producer of “A MINECRAFT MOVIE”, shared his enthusiasm on the collaboration.  

“Shooting “A MINECRAFT MOVIE” in New Zealand was an amazing experience. The talent and boundless creativity of the highly talented local crews embodies the values we at Minecraft hold so dear: positivity, creativity and curiosity. For those of us not local, whenever we were not holed up on the sound stages at the studio, we used every opportunity we could to explore the magnificent beauty of New Zealand. When principal photography wrapped, we were sad to leave with so much yet unexplored, but me, like many others on the production were already planning our holidays to return to New Zealand as proper tourists.   

“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,” says Ólafsson. 

Minecraft players around the globe can download and play the Aotearoa New Zealand DLC for free from the Minecraft Marketplace.

To learn more about the Aotearoa New Zealand DLC, the official 100% Pure Minecraft itinerary, or what’s on offer in Aotearoa New Zealand, go to www.newzealand.com/aminecraftmovie