Minecraft theme park set for UK as Alton Towers' owner splashes £85m

The virtual blocks and pixelated landscapes of Minecraft, the video game that has entranced a generation, are set to spawn in the real world.

The makers of the world’s best-selling game have agreed an £85 million deal with Merlin Entertainments, the Dorset-based theme park operator behind Legoland, Peppa Pig World and Alton Towers, that will bring immersive Minecraft attractions to theme parks, hotels and shops on both sides of the Atlantic.

The first two attractions – including a Minecraft-themed ride – are expected to open in existing theme parks in the UK and US between 2026 and 2027.

Also emerging from the nether will be hotel rooms, merchandise and even refreshments inspired by the game, with plans in place to expand the initiative into other countries as the partnership grows.

The endgame, according to Kayleen Walter, vice-president of franchise development at Microsoft, is to develop the brand and its community, giving fans the opportunity to immerse themselves in its world of clunky blocks and strange creatures.

‘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,’ said Walters.

‘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.’

The announcement was accompanied by Minecraft-style images showing what the theme parks might look like. 

Since its release in 2009, Minecraft has become the most successful gaming phenomenon in history, with more than 300 million copies sold worldwide – and counting.

What is Minecraft? 

Minecraft, billed as ‘a game made up of blocks, creatures, and community’, was created in 2009.

At the start of the game, players emerge into a vast world of plains, forests, caves, mountains and oceans. There is no pre-determined goal, with players free to roam as they wish.

There are five modes of gameplay – creative, survival, adventure, spectator and hardcore – but creative and survival are the two standard modes.

In creative mode, players are given blocks and tools to construct buildings, towns and cities.

In survival mode, players must mine to collect the resources they need to stay alive while battling creatures, finding food and exploring. They can build or attempt to complete the game.

Microsoft acquired the game – along with Mojang, the Swedish studio that developed it – for $2.5bn in 2014.

Minecraft’s exponential growth is reflected in a film adaptation, starring Jack Black and Jason Momoa and slated for release next year, and an animated Netflix series featuring ‘an original story with new characters’.

It was only a matter of time before the phenomenon reached the real world and, while Merlin has never previously forged a global partnership with a gaming brand, Minecraft fans can draw encouragement from the company’s track record in creating experiences around franchises such as Jumanji and Peppa Pig.

‘This is 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,’ said Scott O’Neil, the chief executive of Merlin Entertainments.

‘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.

‘Bringing Minecraft to life is going to be one of the greatest joys.’

While Minecraft sales are outstripped by longer-running franchises such as Tetris, Super Mario and Grand Theft Auto, its success as a standalone game is unsurpassed.

Its popularity has been bolstered by Minecraft Education, a game-based learning platform that encourages problem solving, creativity and critical thinking.

Used by millions of teachers and students across 115 countries, the game’s educational content was made available for free during the global pandemic.

‘We want to do our part to help keep young minds sharp and stimulated,’ said the company after granting access to content covering themes such as renewable energy, marine biology and Greek history.