A Minecraft Movie Blockbuster: The Building Blocks of Brand and Community

𝗔 𝗠𝗶𝗻𝗲𝗰𝗿𝗮𝗳𝘁 𝗠𝗼𝘃𝗶𝗲 is now the second highest-grossing video game film of all time.

💰𝗕𝘂𝗱𝗴𝗲𝘁: $150 million
📽️𝗢𝗽𝗲𝗻𝗶𝗻𝗴 𝗪𝗲𝗲𝗸𝗲𝗻𝗱: Record-breaking $162.8 million
💲𝗚𝗿𝗼𝘀𝘀: $948 million worldwide

Not really a surprise for the best selling video game of all time, driven and engaged by 𝗳𝗮𝗻 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆.

I was lucky enough to act for Mojang up until the sell to Microsoft in 2014.

I lead on the product licensing and brand protection/reputation of the Minecraft brand.

This one client kick-started my career. At the time, I had little foresight of its significance. I was just learning and having fun along the way.

After countless trips to Stockholm, Euro Disney MINECON festivals, merchandise, Camden market raids, talks with modders and community games (heard of Roblox?), love and hate from fans (apparently 'Jack Jones' is not a real name) - these are my thoughts:

Good brands build brilliant products. Great brands build communities.

Mojang 𝗹𝗶𝘀𝘁𝗲𝗻𝗲𝗱. 𝗖𝗮𝗿𝗲𝗱. And 𝘀𝗵𝗼𝘄𝗲𝗱 𝘂𝗽.
And so did its community.

This fan-centric approach now forms the building blocks in all product licensing/brand reputation work I do.

Because for transmedia to work, communities and culture must thrive.

Me in 2012, at the office, 'David Brent' pose, with my 'official' Minecraft wall.

The beard has since gone...for good.