The world of gaming is set to transcend its digital boundaries as Minecraft, the iconic video game phenomenon, embarks on an ambitious venture into the realm of physical attractions. In a groundbreaking partnership with Merlin Entertainments, the UK-based leader in theme park operations, Minecraft will introduce themed rides, attractions, hotel accommodations, and retail experiences, starting with locations in the UK and the US.
Investment and Expansion Plans
This strategic alliance will see Merlin Entertainments invest over £85 million (0 million) in the initial phase, which includes the development of two attractions slated to open in 2026 and 2027. These attractions may either be integrated into existing theme parks or established as new city center experiences. The partnership, aptly named “Adventures Made Real,” aims to extend its reach to additional countries and territories in the future.
With a staggering 140 million monthly players across the globe, Minecraft has solidified its status as the best-selling video game of all time. Its influence stretches from the icy landscapes of Antarctica to the heart of Vatican City, complemented by an impressive 1.3 trillion videos uploaded by players on platforms like YouTube.
Kayleen Walters, Vice President of Franchise Development for Gaming at Microsoft, which acquired Mojang, the creator of Minecraft, for .5 billion in 2014, expressed enthusiasm about the collaboration. “We are everywhere digitally, Merlin is everywhere physically,” she remarked. “It is about how do we expand Minecraft beyond the game. Mojang and Microsoft are experts on Minecraft and the brand, while Merlin specializes in location-based experiences; it is a shared vision.”
Strategic Partnerships and Market Positioning
Merlin Entertainments views this partnership as a significant milestone, potentially rivaling its landmark deal with Lego in 2005, when it acquired four Legoland theme parks. The company has been increasingly focused on collaborating with high-profile intellectual property owners to enhance the appeal of its parks, mirroring the strategies employed by Hollywood studios with blockbuster franchises.
Scott O’Neil, CEO of Merlin Entertainments, emphasized the importance of selecting the right partners. “When we look for partners, we seek the right people, scale, and community,” he stated. “We are in 23 countries; what brands can play at that level? You have to be one of the biggest brands in the world. We have partnered with the number one toy brand, Lego, the number one toddler brand, Peppa Pig, and now with Minecraft, the biggest video game.” He added, “Bringing Minecraft to life is going to be one of the greatest joys; this is just the beginning; our aspirations are very big.”
Minecraft’s Expanding Universe
The Minecraft brand is currently experiencing a renaissance, with a much-anticipated film set for release next April, featuring Hollywood stars such as Jason Momoa and Jack Black. Additionally, Netflix has announced plans for an animated series based on the beloved game.
In 2022, Merlin entered into a partnership with Sony Pictures Entertainment to integrate the billion Jumanji film franchise into its parks, launching a series of rides and attractions at Chessington in the UK. Earlier this year, the company expanded its collaboration with Peppa Pig, creating new rides and attractions within Duplo-themed areas across several parks.
Last year, Minecraft made history by becoming the first single video game to surpass 300 million sales, outpacing other top-selling titles such as Grand Theft Auto V and Nintendo’s Wii Sports. While franchises like Tetris and Super Mario have sold more copies, Minecraft stands alone as the only single game to achieve this remarkable milestone since its launch in 2011.
In response to the challenges posed by the Covid-19 pandemic, Minecraft also made its educational-themed worlds available for free, providing digital lessons aimed at keeping young minds engaged during school closures. This initiative included interactive lessons on renewable energy and ancient Greece, showcasing the game’s commitment to educational outreach.
In a notable development in 2019, a consortium led by the family behind the Lego empire acquired Merlin for £6 billion, with ownership split between Kirkbi, the private investment firm of the Kristiansen family, and private equity firms Blackstone and CPPIB, the Canadian pension fund.
