In a significant move to blend digital gaming with physical experiences, Microsoft has forged a partnership with UK-based theme park operator Merlin Entertainments. This collaboration aims to introduce a series of Minecraft-themed attractions, hotel accommodations, and retail outlets across the UK and the US.
Investment and Expansion Plans
According to a report by The Guardian, Merlin Entertainments is set to invest over 0 million into the initial phase of this venture, which will see the first two attractions open their doors in 2026 and 2027. These immersive experiences will be strategically located either within existing theme parks or in bustling city centers, providing easy access for fans of all ages.
Once these initial attractions are successfully launched, Microsoft and Merlin have ambitious plans to broaden their partnership on a global scale. Kayleen Walters, Microsoft’s vice president of franchise development, emphasized the synergy between the two companies: “We are everywhere digitally, Merlin is everywhere physically. It’s about how do we expand Minecraft beyond the game.” She highlighted the complementary expertise of both companies, stating, “Mojang and Microsoft are experts on Minecraft and the brand, while Merlin excels in location-based experiences; it’s a shared vision.”
Strategic Partnerships and Future Aspirations
Scott O’Neil, chief executive of Merlin Entertainments, echoed this sentiment, noting the importance of selecting the right partners. “When we look for partners, we seek the right people, scale, and community,” he remarked. O’Neil pointed out Merlin’s successful collaborations with leading brands such as Lego and Peppa Pig, and now, with Minecraft, which stands as one of the largest video game franchises in the world. “Bringing Minecraft to life is going to be one of the greatest joys; this is just the beginning. Our aspirations are very big,” he added.
This initiative is not without precedent; other gaming franchises have successfully transitioned into the theme park realm. Nintendo, for instance, partnered with Universal in 2015, culminating in the launch of Super Nintendo World at Universal Studios Japan in 2021. Following this, Universal announced plans for Nintendo-themed areas in US parks, with Super Nintendo World making its debut at Universal Studios Hollywood in 2023 and another location set to open in the new Epic Universal theme park in Orlando next year.
