The global gaming phenomenon Minecraft is expanding into the physical world through a partnership with Merlin Entertainments, aiming to open themed rides and attractions in 2026 and 2027.
Kayleen Walters from Microsoft noted that bringing Minecraft into the real world is about expanding the brand beyond the game, leveraging both Merlin's physical and Minecraft's digital presence.
Mojang and Microsoft view the partnership with Merlin as a strategic move to create location-based experiences, marking a significant brand expansion for Minecraft.
The thematic expansion of Minecraft reflects a broader trend of brand extensions, with upcoming movie and animated series projects serving to enhance its cultural relevance.
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