H&R Block and GALE Bring Block City to the Minecraft Metaverse

H&R Block announced the launch of a new tax-themed gaming experience in Minecraft that kicked off on Saturday, Feb. 3rd with a live-streamed Minecraft Competitive League (MCL) competition. 

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 customised 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 of the gaming population 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.”

The company unveiled 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. 10th for 12 consecutive Saturdays at 2pm 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 an amazing process as H&R Block is a genuine product that gamers need,” said Krishna Singh, VP of game development, Moonrock. "From custom branded maps, to a special never before seen powerful character, we hope gamers can begin to see the power H&R Block can have on improving their financials and taxes."

Gamers account for 79% of the overall population, 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.

“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.