Merlin Entertainments has teamed up with Minecraft creator Mojang Studios to create location-based entertainment (LBE) experiences inspired by the video game.
Through the partnership, dubbed ‘Adventures Made Real’, Merlin and Mojang will initially invest more than £85 million ($110m) in two new Minecraft-themed attractions in the UK and US.
These are due to open between 2026 and 2027, either in Merlin’s existing theme parks or as new attractions in city centres. After debuting these destinations, Merlin will expand the concept across the globe.
£85m initial investment
“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,” said Scott O’Neil, CEO of Merlin.
“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.”
Per a press release, the new venues will include Minecraft-themed guest accommodation, retail and F&B, as well as a Minecraft ride. The new sites will be powered by digital technologies, with guests also able to unlock exclusive in-game content.
Kayleen Walters, VP of franchise development for gaming at Microsoft, said: “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.”
Images courtesy of Merlin and Mojang Studios
