H&R Block Brings Block City to the Minecraft Metaverse
02 Février 2024 - 2:00PM
Today H&R Block (NYSE: HRB) announced the launch of a new
tax-themed gaming experience in Minecraft that kicks off on
Saturday, Feb. 3 with a live-streamed Minecraft Competitive League
(MCL) competition at 2 p.m. EST.
H&R Block’s new Minecraft experience integrates custom
versions of the original game, featuring a playable H&R Block
branded character, Sir Block. Additionally, this unique MCL will
include fully customized maps, models and characters, not to
mention a series of avatars and skins available for download by any
Minecraft player, even those not competing in MCL.
“Gaming and taxes are an unlikely pairing, which is exactly why
we wanted to do this,” said Jill Cress, chief marketing and
experience officer, H&R Block. “Many young adult gamers are or
will soon file taxes for the first time. Block City and Sir Block
are fun and relevant ways to remind them that we are here to help
them tackle this challenge and get the best possible outcome at tax
time.”
On Feb. 3 the company will unveil this exclusive experience with
a live-streamed MCL tournament featuring professional Minecraft
players, like CaptainSparklez and hannahxxrose. Eight teams of five
top gamers from across the country will battle across multiple
levels and compete to win a prize pool of $100,000. This H&R
Block themed reboot of the iconic Minecraft Competitive League
(MCL) can be viewed live by following any of the eight team
captains – ItzMasayoshi, jojothamofo, Punz, SmallAnt, BadBoyHalo,
BTMC and Fit – or any of their team members on their YouTube,
Twitch or Kick accounts.
Beginning Saturday, Feb. 10 for 12 consecutive Saturdays at 2
p.m. EST, H&R Block will host community invitational MCL events
with hundreds of gamers from around the country. These individuals
will compete on teams to show off their gaming skills while
exploring the exclusive H&R Block Minecraft experience. Links
to watch the community events will be published each week by
Moonrock, the creative agency partnering with H&R Block to
bring this experience to life, on the brands social channels.
For the millions of Minecraft players, including those not
participating in the MCL tournament or MCL community invitational
events, three collectible in-game wearables/skins will be available
for download at lunarclient.com/HRBlock. The “cloak” is available
today using HRBlock as a download code. Two additional skins will
come available in February and March on the 15th of each month,
featuring a “pet” and an “emote.”
“Building this interaction of MCL has been a fun and highly
collaborative process with H&R Block as a partner.” said
Krishna Singh, VP of Game Development, Moonrock. "From custom
branded maps, to a special never before seen powerful character, we
hope gamers can engage with H&R Block and become acquainted or
re-acquainted with the brand through this new and exciting
Minecraft Competitive League experience."
Gamers account for 79% of the overall population1, with players
between the ages of 18-24 representing as much as 90%. By
integrating H&R Block into Minecraft, H&R Block is
reminding them that tax season is here, and that H&R Block is
here to help. More than five million people switched to H&R
Block in 2023 for its reliable tax filing products and services,
all backed by the company's 100% accuracy, maximum refund
guarantees, and upfront, transparent pricing.2
“We believe in creating entertainment not ads as a way to
connect with audiences and make a lasting impression,” said Max
Bass, emerging connections director, GALE. "This MCL experience by
H&R Block is a perfect example of how brands should integrate
and engage with gamers in an authentic way."
This fresh new experience was designed in partnership with
H&R Block, GALE and Moonrock. Click the link to see a
demonstration of the experience: https://youtu.be/YwqBb6Uxy00
- Knezovic, A. (2023, December 19). Gen Alpha and Gen Z Gamers:
How They Engage with Games.
https://www.blog.udonis.co/mobile-marketing/mobile-games/gen-alpha-gen-z-gamers
- Total number of new customers using assisted or DIY tax
solutions regardless of other prior tax preparer or method. See
hrblock.com/guarantees for complete details.
Full list of MCL competing players:
Team Masayoshi |
ItzMasayoshi |
Sleepy |
Rainhoe |
m0xy |
5up |
Team JoeBart |
JoeBart |
jojothamofo |
Hansumfella |
Flowtives |
Wallibear |
Team Punz |
Punz |
Hbomb94 |
FireBreathMan |
CaptainSparklez |
sagemommy69 |
Team SmallAnt |
SmallAnt |
Fruitberries |
Feinberg |
Meowmoonified |
InTheLittleWood |
Team BadBoyHalo |
BadBoyHalo |
awesamdude |
Antfrost |
Sapnap |
Aicandii |
Team BTMC |
BTMC |
Krtzy |
Mrekk |
JojoSolos |
OrionSound |
Team Fit |
Fit |
pactw |
Sneegsnag |
Couriway |
Krinios |
Team Warn |
WarnTV |
hannahxxrose |
EskayOW |
AntVenom |
Purpled |
About H&R BlockH&R Block, Inc. (NYSE:
HRB) provides help and inspires confidence in its clients and
communities everywhere through global tax preparation services,
financial products, and small-business solutions. The company
blends digital innovation with human expertise and care as it helps
people get the best outcome at tax time and also be better with
money using its mobile banking app, Spruce. Through Block Advisors
and Wave, the company helps small-business owners thrive with
year-round bookkeeping, payroll, advisory, and payment processing
solutions. For more information, visit H&R Block News.
A video accompanying this announcement is available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/975341bf-c954-4c21-a0e6-99458821d41a
Media Contacts:
Media Relations: Shayla Wilkinson, (816) 718-1448 shayla.wilkinson@hrblock.com
Media Desk: mediadesk@hrblock.com
Investor Relations: Michaella Gallina, (816) 854-3022, michaella.gallina@hrblock.com
Jordyn Eskijian, (816) 854-5674, jordyn.eskijian@hrblock.com
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