How H&R Block turned tax season into a gaming reward

Games:

How H&R Block turned
tax season
into a gaming reward

THE CHALLENGE:

H&R Block wanted to connect with younger consumers during tax season, a period many of them tend to ignore, delay, or avoid altogether.

The challenge was to make a financial service feel relevant to a digitally native audience in a space where they already spend time, without interrupting their experience or forcing a traditional tax message into an unfamiliar context.

OUR SOLUTION

H&R Block chose gaming as the way to make tax season feel more relevant to younger
consumers. The brand entered the space through a multi-title activation built around
rewards, playtime, and lasting in-game presence.

In Roblox:

Overwolf created and promoted The Block's Receipt Challenge where players earned points for every minute spent
in the branded experience and redeemed them for in-game items, driving repeat visits and sustained engagement throughout tax season.

In Minecraft:

Players downloaded an exclusive H&R Block companion, supported by a humorous viral video showing the character helping players pay their taxes. Since the companion stayed in-game, it also introduced the brand to players who hadn't seen the original campaign.

The activations were supported by campaign media across multiple games, placing H&R Block inside the games where the audience was already active and making tax season more visible, approachable, and relevant to gamers.

The plan we've put together for this season has been fantastic. It's given us a chance to reach gamers in a space where we've never talked to them before,
in a way that's authentic.
Andrew Martinson, Sr. Marketing Manager, H&R Block

THE RESULTS:

H&R Block turned tax season into a measurable engagement and brand lift,
with MMM naming Overwolf a top-performing partner.

18K+

Matches Played
738K+

Minutes Played
41

Avg. Minutes
per session
141K+

Brand Companions
Claimed
4x

Higher CTR
vs Benchmark

A Deep Dive into
H&R Block’s Gaming Strategy

For a deeper look into the vision behind the campaign, Andrew Martinson, Sr. Marketing Manager at H&R Block, joined The Leaderboard Insights Podcast. He discussed H&R Block's entry into the gaming space, the mechanics of their rewarded campaigns, and the critical role of building authentic connections with a digitally native audience.

Watch full conversation

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