Tourism New Zealand has launched a collaboration with Warner Bros., Mojang Studios, and Māori game developers to create a Minecraft campaign celebrating Māori culture and promoting tourism. The campaign, which began on March 24, 2025, features a free downloadable content (DLC) pack that allows players to explore six iconic locations in New Zealand, aiming to inspire real-world travel and generate significant visitor spending. The DLC includes locations such as Waitomo Caves, Te Puia, and Kāpiti Island, and incorporates activities that reflect real-life experiences. Piki Studios, the Māori game design studio behind the DLC, emphasized the importance of accurately representing Māori culture. The initiative aligns with Tourism New Zealand's strategy to promote the country as a year-round destination and is linked to the upcoming release of ‘A Minecraft Movie’.