Amusement Park News

In its first global team up with a gaming brand, Merlin Entertainment has partnered with Mojang Studios, creator of the enormously popular video game Minecraft.

Dubbed “Adventures Made Real,” the partnership is investing over $110 million in two attractions based on Minecraft themes, one in the U.S., and one in the U.K. As to the exact location, that's still up in the air, but is currently described as being developed for either locations in two of Merlin's existing theme parks or as stand-alone new attractions located in major tourist destinations. The projected opening will be between 2026 and 2027.

Merlin CEO Scott O'Neil describes the partnership as allowing fans of the Minecraft game to “experience its thrill and creativity in real life.” Describing Minecraft as the “best-selling video game of all time,” Neil adds that the company's initial Minecraft investment is just the start of a new concept. He noted that the company is “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.”

According to O'Neil, Merlin will be working collaboratively with Mojang Studios, and the team is planning to “bring cross-reality experiences, themed accommodations and other elements to life for the largest gaming community in the world.”

Along with a Minecraft ride, there will be themed hotel stays, retail locations, and food and beverage locations. And in addition, new sites will be powered by digital technologies, so that guests will also have the ability to access in-game content exclusive to the attractions while enjoying the real-life experience.

Microsoft gaming's VP of franchise development, Kayleen Walters, also expressed her excitement at the new collaboration, saying that Merlin's ability to create “world-class attractions make them the perfect partner…Our vast and diverse community is always looking for new opportunities to explore and engage with Minecraft.” She adds that new real-life experiences will serve to both grow the Minecraft community and “offer fans many more opportunities to immerse themselves in the world of Minecraft in ways they've never imagined.”

The global match up of the two entertainment behemoths will allow guests to immerse themselves completely in the physical world of Minecraft by creating attractions that will be assuredly authentic.

As Merlin's first partnership with a gaming brand, O'Neil explains that it marks “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.”

He adds that the development of Minecraft attractions “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.”



Walters adds that “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 …that will surprise and delight them.”

“You're going to be [feeling] like you stepped off the screen and you got off your phone and you walk into an immersive experience of Minecraft,” O'Neil enthused. “This is the kind of thing, that if you're in this business, if you love brands and you love guest experience and bringing it together, there's nothing better than this one.”

Walters was in full agreement. “Some people have been playing for the full 15 years [that Minecraft has existed], others are new to the game, but there are also people who just really aren't video game players but know about Minecraft because it's so popular.” She believes that for Minecraft, bringing the world of the game to life will mean that “more people can explore it as well.”

The partnership with Merlin comes at a key time in Minecraft's own expansion of the incredibly popular game. Minecraft already has its own LEGO and other toys, and a new film based on the game is coming in April of this year, starring Jack Black and Jason Momoa. Netflix has an animated series in the works.

"Partnering with Merlin Entertainments is an incredibly exciting step for us at Mojang Studios," Walters asserted.

O'Neil noted that “This initial investment is just the beginning.”

Merlin is banking on the fact that guests are craving real-world experiences based on their favorites in video games. Certainly, the successful opening of Super Nintendo World at Universal Studios theme parks in the U.S. and Japan reinforces that idea.

Merlin is headquartered in the UK, but its many venues include LEGOLAND theme parks throughout the world, as well Florida's Orlando Eye, Sea Life Aquarium, and its most recent venture, the Peppa Pig Theme Park. Minecraft had over 173 million active monthly gamers as of 2023, and the numbers continue to grow.