Merlin Entertainments has announced a global alliance with Mojang Studios, the developer of Minecraft, to create "Adventures Made Real." This partnership will turn Minecraft experiences into immersive attractions worldwide.
What’s Happening:
- Merlin Entertainments has announced a new global strategic partnership with Mojang Studios, the creator of Minecraft.
- This collaboration, called "Adventures Made Real," will turn Minecraft experiences into real-life adventures through immersive and interactive attractions around the globe.
- It will provide fans with unique opportunities to connect with the physical Minecraft world, incorporating real-world experiences and interactive features that will, in turn, give guests access to exclusive in-game content.
- Merlin plans to invest over £85 million ($110 million) in the initial two attractions set to open in the United States and the United Kingdom between 2026 and 2027.
- This investment will include the creation of unique 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 the long run, Merlin intends to broaden these experiences to additional locations worldwide.
- More details about the projects are expected to be revealed during the IAAPA Expo, which kicks off today. You can follow our coverage of the event on our live blog.
- The partnership between Merlin Magic Making and Mojang Studios will guarantee the authenticity of every aspect of these cross-reality experiences.
- This collaboration aligns with Merlin's strategy to work with leading intellectual properties and brands in its portfolio, creating alliances to promote these brands in key global markets.
- This also represents Merlin's first global partnership with a gaming brand.
- Of note, this news comes as Super Nintendo World — which already has a presence in Universal Studios Japan and Universal Studios Hollywood — is set to debut in Orlando with the opening of Epic Universe next May.
What They’re Saying:
- Scott O'Neil, Chief Executive Officer of Merlin Entertainments: “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.”
- Kayleen Walters, Vice-President Franchise Development for Gaming at Microsoft: "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."
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