Play NZ

A tourism video game walkthrough of an entire country.

As Australians are spending more time indoors engaging in online or virtual experiences, game usage has skyrocketed with a 75% increase since March. Designed to engage the growing online gaming audience, PLAY NZ shows off New Zealand as the ultimate place to come PLAY by gamifying the experience of visiting New Zealand.

Watch the full 9 minute film
Watch the Google case study

We launched with a virtual press conference inviting media to join a live streaming event on Twitch. Gaming influencer Loserfruit then shared a simulated live walkthrough of her experience of PLAY NZ.

play.nz.com gave people the opportunity to dive deeper at every touchpoint, driving future travellers to the PLAY NZ immersive hub where they were met with VR 180° and 360° quest films.

On Facebook and Instagram we turned the characters from our walkthrough into travel guides. Interactive stories let people chose the experience they want to discover.

A tourism video game walkthrough of an entire country.

We launched with a virtual press conference inviting media to join a live streaming event on Twitch. Gaming influencer Loserfruit then shared a simulated live walkthrough of her experience of PLAY NZ.

play.nz.com gave people the opportunity to dive deeper at every touchpoint, driving future travellers to the PLAY NZ immersive hub where they were met with VR 180° and 360° quest films.

On Facebook and Instagram we turned the characters from our walkthrough into travel guides. Interactive stories let people chose the experience they want to discover.

Throughout PLAY NZ we hid easter eggs for gamers to discover. Referencing some of their favourite characters.