Merlin Entertainments, a prominent leader in the field of branded entertainment destinations, has unveiled a new global strategic partnership with Mojang Studios, the developer of Minecraft, which is recognized as the best-selling video game in history. This collaboration, titled “Adventures Made Real,” aims to transform Minecraft adventures into tangible experiences through immersive and interactive entertainment attractions located in various fixed sites worldwide. It will offer innovative and thrilling opportunities for individuals to engage with the physical realm of Minecraft, including digitally enhanced real-world experiences and the establishment of touchpoints that enable guests to access exclusive in-game content, thereby enriching their gaming experience.
Merlin is set to invest over £85 million ($110 million) in the initial two attractions, scheduled to debut in the United States and the United Kingdom between 2026 and 2027. This investment will encompass the creation of innovative concepts for Minecraft-themed accommodations, retail spaces, and food and beverage offerings, as well as thrilling experiences, including a Minecraft-themed ride, at Merlin venues in both countries. In the long term, Merlin plans to extend these experiences to additional global locations.
The partnership and development of these cross-reality experiences between the teams at Merlin Magic Making and Mojang Studios will guarantee authenticity in all aspects.
This partnership is in accordance with Merlin’s strategy to connect and collaborate with prominent intellectual properties and brands within its portfolio, fostering successful alliances to activate these brands in significant locations worldwide. This marks Merlin’s inaugural global partnership with a gaming brand.
“This is a significant milestone for Merlin, which reinforces our commitment to reaching new audiences through bold and captivating concepts, and directly supports our ambitions for growth. Minecraft is the best-selling video game of all time, and this world-first will see fans experience its thrill and creativity in real life, at theme parks and city-centre attractions in leading tourist destinations. This initial investment is just the beginning, replicating Merlin’s tried-and-tested approach to globally launching new concepts and platforms, as we have with LEGO, Peppa Pig, Sony Pictures, CBeebies and others. This is an exciting opportunity for our Merlin Magic Making team, working collaboratively with Mojang Studios to bring cross-reality experiences, themed accommodation and other elements to life for the largest gaming community in the world.”
Scott O’Neil, Chief Executive Officer of Merlin Entertainments
“Partnering with Merlin Entertainments is an incredibly exciting step for us at Mojang Studios. Merlin’s expertise in creating world-class attractions makes them the perfect partner to help us bring Minecraft to life in new and immersive ways in permanent locations around the globe. Our vast and diverse community is always looking for new opportunities to explore and engage with Minecraft, and we are thrilled to build touchpoints around the globe that will surprise and delight them. These new real-life Minecraft experiences will not only grow our community but also offer fans many more opportunities to immerse themselves in the world of Minecraft in ways they’ve never imagined.”
Kayleen Walters, Vice-President Franchise Development for Gaming at Microsoft
