Minecraft 15 Years program in ANZ

From Humble Beginnings to a Global Phenomenon

In 2009, a simple game called “Cave Game” emerged from Stockholm. Created by Markus Persson, this basic sandbox game allowed players to explore, mine, and build in a pixelated world. Over the years, it evolved into Minecraft, capturing the hearts of millions with its unique blend of creativity and adventure. Fast forward to 2024, and Minecraft is celebrating its 15th anniversary, a testament to its enduring appeal and continuous innovation.

Minecraft Official 15 Years Key Visual

Minecraft’s 15th Anniversary Campaign in ANZ

The 15-year celebration in Australia and New Zealand (ANZ) showcased Minecraft’s massive popularity and the robust support from ANZ retailers. These campaign not only cemented Minecraft as a leading property amongst the younger audiences in ANZ but also expanded on product categories and boosted overall retailer sales. Minecraft’s significant impact was evident as it garnered enthusiastic backing from major retailers, reflecting its widespread appeal.

BIG W – Minecraft 15 years

BIG W stood out with the largest market share for Minecraft products in the ANZ market. To celebrate the Minecraft 15 years anniversary, BIG W launched an extensive digital campaign that engaged consumers across various touchpoints including display leaderboards across BIG W’s digital channels facilitating customer journey. Through email marketing, social media, and influencer collaborations, BIG W effectively reached a diverse audience, resulting in an increased sell-through in Minecraft cross-category products.

Kmart – Minecraft 15 years

Kmart also played a pivotal role in the anniversary celebration with an impressive digital campaign. Kmart drove product sales through their targeted email channels, paid social media ads and an organic influencer campaign to drive Minecraft purchases across Kmart’s digital channels.

The Warehouse (NZ) – Minecraft 15 years

In New Zealand, The Warehouse showcased strong support for the Minecraft retail program with a dedicated in-store licensed space to feature a wide selection of cross-category Minecraft products. Minecraft products were prominently featured front-of-store with bespoke Minecraft 15 Years point-of-sale, driving maximum brand exposure and ensuring that Minecraft products are always top-of-mind for in-store shoppers.

Minecraft’s journey from a simple “Cave Game” to a beloved global phenomenon is a remarkable story of innovation and community. As it celebrates its 15th anniversary in 2024, the extensive support from ANZ retailers like BIG W, Kmart, and The Warehouse highlights Minecraft’s significant impact in ANZ’s licensed property landscape, cementing it’s position as the key license in the kids entertainment and gaming space.

EB Games/Zing – Minecraft 15 years

To celebrate Minecraft’s 15th birthday, the EB Games team launched a special consumer program. Customers who purchase any Minecraft products at EB Games or Zing stores can redeem a free limited edition Minecraft skin. These exclusive skins, available only through EB Games and Zing, have become highly sought-after collectibles among Minecraft fans.