Minecraft is about to let fans sleep in the Overworld and ride a minecart out of the Nether.
Mojang Studios and Merlin Entertainments revealed the very first hotel and coaster for Minecraft World, the game's themed land at Chessington World of Adventures Resort in southwest London.
Announced during the September edition of Minecraft Live, both attractions are set to open in 2027, with an exact date still to be announced.
Daisy Mercedes, Creative Producer at Merlin Entertainments, and Filip Keatley-Thoms, Creative Lead at Mojang, delivered the update during the show.
The coaster is named "Escape the Nether," while the hotel is billed as the world's first Minecraft hotel.
The land first surfaced at the March edition of Minecraft Live as a £50 million (approx. $70 million) project, according to Attractions Magazine.
Creators including Grian, Aimsey, DanTDM, and LDShadowLady consulted on the build, and the team constructed parts of the park inside the game.
That groundwork followed A Minecraft Movie, which grossed nearly $1 billion at the box office in 2025.
Checking In to the Overworld
Escape the Nether starts, like the game, in a minecart.
Riders join Steve and Alex on a run through the fiery dimension, face hostile mobs, and get launched back to the Overworld.
The track runs indoors and outdoors, with lava scenery throughout.
The hotel carries the theme from arrival.
Check-in looks like the Overworld, with blocky trees and animals, while the lifts are styled as Nether Portals, and the hallways resemble mine tunnels.
Rooms, which the hotel calls respawn points, use Minecraft's blocks, items, mobs, textures, and colors.
Dining follows suit.
An underwater-themed restaurant draws on the game's ocean biomes, while the bar takes its look from the Woodland Mansion and serves drinks styled as potions.
The wider land adds areas inspired by lush caves, mineshafts, and plains, plus mob meet-and-greets, play areas, and themed shops.
The same Live show confirmed the "Sift," the game's first new dimension in 14 years, for 2027, and Minecraft Dungeons 2 launches Tuesday, September 29.
All in all, the park reads as experiential marketing at franchise scale, with every room, ride, and drink serving as a branded touchpoint fans can share.
The Overnight Stay Play
Pop culture properties are starting to create physical footprints across the board, too.
Pop Mart opened Pop Bakery at Resorts World Sentosa in Singapore last July, giving Labubu fans a place to spend time with the characters.
Minecraft World is one piece of a franchise that spans games, film, and physical destinations.
A coaster occupies a family for a day. A hotel, a restaurant, and a bar keep them for a night, a dinner, and a breakfast.
The audience behind that spend is large.
Minecraft has sold more than 300 million copies and has more than 200 million monthly active players.
Minecraft World's hotel points to three moves any brand with a loyal following can copy:
- Label real-world touchpoints with your product's own vocabulary: Lifts styled as Nether Portals and rooms called respawn points let fans recognize the game at every step of a stay.
- Sell hours, not just admission: A hotel, restaurant, and bar turn one visit into overnight spend that a ride ticket alone won't achieve.
- Announce on a stage you own: Revealing the hotel during Minecraft Live put the news in front of the players most likely to travel for it.
Brand loyalty pays off in physical spaces when every detail matches what fans know from their screens.
Our Take: Why Does a Game Need a Hotel?
Plenty of Minecraft players have a parent who has watched them play for years and still can't explain what the game is.
A hotel fixes that in one night, because a parent sleeping in a room made of the same blocks their kid has stacked a thousand times finally gets the appeal from the inside.
That adult also books the trip, pays for the rooms, and decides whether the family comes back.
This gives the hotel a direct line to the person holding the wallet.
The lobby, the bar, and the breakfast table are built for the grown-ups, who get a reason to care about a game they have only ever watched from the couch.
Any brand with a young, devoted audience faces the same gap between who loves the product and who approves the spend, and a physical space is one of the few places that gap closes.
Minecraft has been building since 2011, and the hotel is where the older generation finally gets invited in.
Brands looking to develop gaming or entertainment IP into physical experiences need agencies that understand fan communities and long-term franchise strategy.
Check out the top experiential marketing agencies in our directory.
