“Adventures Made Real” with a Global Partnership and Over £85 Million ($110 Million) Investment in Minecraft-Themed Experiences
Merlin Entertainments, a global leader in visitor attractions, has partnered with Mojang Studios, the creators of Minecraft, the world’s most popular video game, to bring the digital universe of Minecraft into the real world. This landmark collaboration, dubbed “Adventures Made Real,” will launch a series of immersive, location-based Minecraft experiences, combining interactive entertainment and themed environments to delight fans of all ages.
With an initial investment of over £85 million ($110 million), the first attractions will debut in the US and UK between 2026 and 2027. These world-first experiences will include:
- Immersive attractions and rides inspired by Minecraft
- Themed accommodations, retail, and dining experiences
- Opportunities to unlock exclusive in-game content, creating a seamless bridge between the physical and digital worlds.
Merlin plans to expand the concept to additional global destinations, leveraging its expertise in developing branded entertainment locations like LEGOLAND, Peppa Pig World, and partnerships with Sony Pictures and CBeebies.
A Unique Gaming Collaboration
This partnership represents Merlin Entertainments’ first global venture with a gaming brand. The development of these groundbreaking attractions will be driven by close collaboration between Merlin’s creative team, Merlin Magic Making, and Mojang Studios, ensuring that every feature stays true to the Minecraft universe.
Scott O’Neil, CEO of Merlin Entertainments, stated:
“This collaboration marks an exciting milestone for Merlin, aligning with our strategy to bring world-class brands to life. Minecraft, as the best-selling video game of all time, offers incredible opportunities for us to reach new audiences through bold, innovative concepts. These experiences will transport fans directly into the Minecraft universe, creating unforgettable memories at our attractions in top tourist destinations.”
Expanding the World of Minecraft
For Mojang Studios, this collaboration creates new ways for Minecraft‘s massive global community to engage with the game.
Kayleen Walters, Vice President of Franchise Development for Gaming at Microsoft, commented:
“Working with Merlin Entertainments allows us to bring Minecraft into the real world like never before. This partnership will create incredible touchpoints around the globe, delighting our community and introducing new fans to the immersive world of Minecraft. Together, we’re building experiences that are both imaginative and unforgettable.”
A Vision for the Future
The Minecraft attractions are expected to draw millions of visitors annually, combining cutting-edge technology and creative storytelling to redefine themed entertainment. The project also highlights Merlin’s commitment to innovation and its track record of successful IP partnerships, positioning the company as a leader in the attractions industry.
Fans and industry leaders can learn more about this exciting venture at IAAPA Expo 2024 in Orlando. Scott O’Neil and Kayleen Walters will discuss the global rollout of Minecraft attractions during a Fireside Chat, hosted by IAAPA President Jakob Wahl, on Tuesday, November 19, at 4 PM EST.
Stay tuned for updates on this groundbreaking partnership, where the adventure truly becomes real!
Image: Merlin
