Minecraft, the world’s bestselling video game, is venturing into real-world experiences through a global partnership with Merlin Entertainments, Europe’s largest theme park operator.
This collaboration, called “Adventures Made Real,” will introduce Minecraft-themed rides, attractions, hotel rooms, and retail outlets, with the first attractions opening in the UK and US in 2026 and 2027.
Merlin, known for operating iconic locations like Legoland and Alton Towers, plans to invest over £85 million ($110 million) in the initial phase.
The partnership aims to expand globally, leveraging Minecraft’s massive digital presence of 140 million monthly players and Merlin’s physical footprint in 23 countries.
This move aligns with Merlin’s strategy of partnering with major intellectual property brands, following successful collaborations with Lego, Peppa Pig, and Jumanji.
Minecraft, which passed 300 million sales in 2022, continues to expand its brand with a film starring Jason Momoa and Jack Black set for release in 2025 and an upcoming Netflix series.
Merlin CEO Scott O’Neil highlighted Minecraft’s universal appeal, calling it one of the world’s biggest brands.
For Microsoft, which acquired Minecraft developer Mojang in 2014, this partnership is an opportunity to extend the game beyond its digital roots, combining their expertise with Merlin’s location-based innovations.
#MaltaDaily