GALE, H&R Block, and Moonrock launched a new tax-themed gaming experience in Minecraft, kicking off with an exclusive live-streamed Minecraft Competitive League (MCL) competition that featured some of the top gamers from across the country.

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.

The new Minecraft experience integrated custom versions of the original game, featuring a playable H&R Block branded character, Sir Block. This unique MCL included fully customized maps, models and characters, plus a series of avatars and skins available for download by any Minecraft player, even those not competing in MCL. The teams in the competition battled across multiple levels and to win a prize pool of $100,000.

“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.”