The global gaming sensation Minecraft is taking its virtual world into reality with a major partnership with Merlin Entertainments, Europe’s leading theme park operator. The deal, worth over $110 million, will bring Minecraft-themed attractions, rides, and hotels to life, beginning in the UK and US in 2026 and 2027, with further global expansions in the works.
Merlin, which operates iconic attractions like Alton Towers, Legoland, and Madame Tussauds, will invest heavily in the first two Minecraft-themed venues. These attractions could be integrated into existing parks or built as standalone city-center experiences. The collaboration is part of a broader effort by both companies to leverage Minecraft’s massive popularity, with 140 million monthly players and 300 million copies sold globally, making it the best-selling video game of all time.
“We are everywhere digitally, and Merlin is everywhere physically,” said Kayleen Walters, Vice President of Franchise Development for Minecraft at Microsoft, which acquired the game’s creator Mojang in 2014. “This partnership allows us to extend Minecraft beyond the game into a shared vision of real-world experiences.”
For Merlin Entertainments, the deal with Minecraft represents another major milestone in its strategy to partner with globally recognized intellectual properties. In 2022, the company teamed up with Sony Pictures Entertainment to introduce Jumanji-themed attractions and expanded its Peppa Pig partnership to new Duplo-themed areas.
Scott O’Neil, CEO of Merlin Entertainments, emphasized the importance of partnering with top-tier brands. “We’ve worked with the number one toy brand, Lego, the top toddler brand, Peppa Pig, and now, Minecraft—the biggest video game. Bringing Minecraft to life will be one of our most exciting ventures yet.”
Minecraft’s move into real-world entertainment is part of a larger expansion of its franchise. A highly anticipated film featuring stars like Jason Momoa and Jack Black is set to release in April, while an animated Netflix series based on the game was announced earlier this year.
This collaboration could become Merlin’s biggest IP-driven deal since its acquisition of Legoland in 2005. The "Adventures Made Real" initiative aims to tap into Minecraft's vast community of players, extending the brand into immersive experiences that blend physical and digital worlds.
Minecraft has long been a cultural and educational phenomenon. During the COVID-19 pandemic, the company offered free educational worlds to support remote learning, and in 2015, every secondary school in Northern Ireland received free copies of the game as part of a government-funded initiative.
As the Minecraft-Merlin partnership unfolds, it promises to redefine the boundaries between gaming and real-world entertainment. With plans to expand globally and leverage Minecraft’s massive fanbase, the collaboration has the potential to become a cornerstone of immersive entertainment, blending creativity, community, and innovation on a global scale.
