“We want to arouse the curiosity of the players about the presented locations.”

Tinkering through a Viking-era version of your house in Assassin’s Creed Valhalla is a lot of fun – like me discovered from my adventures in Gloucestershire – but could it also encourage others to visit your country? Tourism Ireland relies on this as an organization has partnered with Ubisoft Use Assassin’s Creed Valhalla in an advertising campaign.

The first expansion of Assassin’s Creed Valhalla, Wrath of the Druids, brings the Viking protagonist Eivor across the seas for new adventures in Ireland. Places like Dublin, Benbulben, the Giant’s Causeway and the Hill of Tara can all be visited in-game, and Tourism Ireland worked with Ubisoft to create a comparison video showing the game versions and their real-world counterparts:

The campaign doesn’t end there, however, as streamers in the UK, France, Germany, Spain and Scandinavia will collaborate to help showcase Irish landscapes in Wrath of the Druids. This is the first time Tourism Ireland has partnered with game content creators.

“Ubisoft has done an incredible job bringing aspects of Celtic Ireland to life in amazing detail.” said Mark Henry, Tourism Ireland’s Central Marketing Director. “This campaign is a fun and innovative way to bring Ireland to a new audience of gamers.

“We want to arouse the curiosity of the players about the featured locations and inspire them to explore them in the real world.”

Encouraging players to explore Valhalla locations in real life seems like a brilliant way to boost tourism, especially when everyone has been locked up with their games for a year (and now they’re pretty keen to get out). I’ll be booking my tickets for Sligo soon … Covid approved.