Minecraft set for real-world attractions with $110m Merlin Entertainments deal

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Minecraft is set to get real world attractions including themed rides and retail outlets following a global deal with theme park operator Merlin Entertainments. 

As reported by The Guardian, Merlin will invest over £85m ($110m) in two Minecraft attractions set to open in the UK and US in 2026 and 2027. The attractions will either be available in existing theme parks or as city centre attractions.

The deal will see Minecraft launch themed rides, attractions, hotel rooms, and retail outlets. The strategic partnership is called “Adventures Made Real”, with plans to expand globally in the future.

Merlin is Europe’s largest theme park, operating over 135 attractions worldwide including Legoland, Alton Towers, the London Eye and Sea Life. 

More than a game 

“We are everywhere digitally, Merlin is everywhere physically,” said VP of franchise development for games at Microsoft Kayleen Walters. 

“It is about how do we expand Minecraft beyond the game. Mojang and Microsoft are experts on Minecraft and the brand, Merlin are the experts on location-based experiences; it is a shared vision.”

Merlin Entertainments CEO Scott O’Neil added: “When we look for partners we look for the right people, scale and community. “We are in 23 countries, what brands can play at that level, you have to be one of the biggest brands in the world.”

“We have partnered with the number one toy brand, Lego, the number one toddler brand, Peppa Pig, and now in Minecraft the biggest video game. Bringing Minecraft to life is going to be one of the greatest joys; this is just the beginning; our aspirations are very big.”