Our 2025 Annual Report marks the completion of our 2024–2026 strategic objectives. A milestone we weren’t sure we’d reach when we first set them. This is our story of a small organisation learning what’s possible when you commit to doing things properly.
Starting with Standards
We became the first National Sporting Organisation in New Zealand to adopt the Sport Integrity Code.
Not because anyone required it. Because we believed esports deserved the same governance standards as any other sport, and we weren’t going to wait for permission to prove it.
Finding Our Purpose in Schools 🎓
The Play Life Balance programme became our flagship initiative, and honestly, it exceeded what we thought a team our size could deliver.
We set a target of 40 schools. We reached 54, and 17,910 students with healthy gaming education.
The turning point was investing in a dedicated Schools Outreach Coordinator role. That single hire created a model that could scale. It showed us that meaningful impact doesn’t require massive resources. It requires the right focus.
Building the E Blacks Brand
2025 was the year the E Blacks evolved from a promising national team into a genuine brand. We launched eblacks.nz as the team’s dedicated digital home, created pathways through the Junior E Blacks Academy, and made our athletes visible ambassadors for the sport.
The highlight came when our HADO squad travelled to Shanghai for the World Cup. They took one of the tournament favourites to the very limits in the quarter finals, proving New Zealand can compete at the highest levels of international esports. Our Dota 2 team then defeated Australia for the second consecutive year to qualify for the IESF World Championships, generating nearly 2,000 Twitch viewers and over 37,000 social media impressions.
These moments reminded us why the work matters.
When Our Own Message Caught Up With Us
The NZ Secondary Schools competition launched strong. Ninety teams from 50 schools registered. Chorus came on as sponsors. The online rounds ran smoothly. Then came September and our planned LAN finals. Registrations stalled. Schools were deep in exam season. Students couldn’t make it work.
We postponed.
The irony wasn’t lost on us. We’d spent the year teaching students about Play Life Balance, about putting wellbeing and academics first. Exam season was proving our point, even as it disrupted our plans.
For the three schools who’d already booked travel, we pivoted: a four-day workshop with professional coaches, E Blacks coach Haylesh, and E Blacks athletes. The feedback was overwhelmingly positive. What started as a setback became something more authentic.
Earning Commercial Trust
In October, Kia New Zealand became our official major sponsor.
That partnership represents something beyond the logo. A global brand choosing to invest in New Zealand esports signals a shift in how our industry is perceived. The branded Kia EV5 appeared at Winter Armageddon (40,000 attendees) and Tauranga STEM Fest (10,000 attendees), visible proof of that trust.
The TradeMe Dream Job campaign delivered another breakthrough. Our “Chief Gaming Officer” role attracted 5,181 applications. TradeMe’s PR agency called it one of their most successful campaigns ever.
What Comes Next
The NZSS finals move to early 2026. E Blacks teams are preparing for international competition. New programmes are in development. But what matters most is what we’ve learned: that esports in New Zealand can hold itself to the highest standards, reach thousands of young people with messages that matter, and earn the confidence of serious partners.
2025 was the year we finished what we set out to do, and found the foundation for what comes next.
