It would also make no sense for Mojang to try and create a YouTuber personality, since the creativity, random ideas and authenticity of the massive fan base far outweigh any company’s creative resources. And this is a really good thing, since if they tried they’d risk alienating their greatest evangelists. Their massive reach has in turn catapulted Minecraft onto the centre stage of kids’ entertainment today.Īn important thing to note here is that Mojang has had no way of influencing the kinds of things people do with the platform they are provided through Minecraft. It is the combination of the ‘Creative Mode’, coupled with the reach of YouTube, that have created a whole new set of big time players in the kids video market (Stampy Longnose, who is pictured above, and whose creator spoke at last April’s MIP Digital Fronts, has 150m monthly views). While the game is the most important part of the business model for developer Mojang, and brand extensions like the LEGO Minecraft kits are natural steps, these traditional tools could never have made the game the blockbuster it now is. You ought to think of it more as a platform. That’s interesting you might think, but how’s that going to help me? Well, the question is: “what does Minecraft do right that TV could also learn from and leverage?”įirst of all, Minecraft is much more than just a game. A few weeks back I mentioned that Minecraft is currently my favourite kids IP.
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