A new “immersive real-life” experience based around the best-selling video game Minecraft is to be opened in the UK, it has been announced. The owner of Legoland, Alton Towers and Peppa Pig World has struck a major deal with Mojang Studios – the creator of the wildly successful game – to build the attraction.
Dorset-based theme park operator Merlin Entertainments, which also runs Madam Tussauds and Sea Life, said it would be one of two, with the other in the US. If successful, the company plans to build more around the world.
The location of the experience has not yet been revealed, but the company is planning to spend £85m on the concept, which will be called ‘Adventures Made Real’ and will include a hotel, retail, food and drink outlets, and a ride.
Details of timescales have also not been released, but the experience will launch in the US and the UK between 2026 and 2027. The attractions will be built within existing theme parks or within city centre locations.
According to Merlin, ‘Adventures Made Real’ will create “new and exciting ways” for people to immerse themselves in the Minecraft world and will include the creation of touchpoints that will allow guests to unlock exclusive in-game content.
“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, chief executive of Merlin Entertainments. “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.”
Merlin said the collaboration aligns with its strategy to engage and work with leading intellectual property and brands across its estate.
“Partnering with Merlin Entertainments is an incredibly exciting step for us at Mojang Studios,” said Kayleen Walters, vice-president franchise development for gaming at Microsoft.
“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.”
Mr O’Neil and Ms Walters will be speaking about the partnership – and the global roll-out of these real-life experiences – at IAAPA Expo 2024 in Orlando at 4pm (EST) on November 19.