Minecraft: Using Social Media to Create a Successful Game

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : BSTR440 For delivery in electronic format: Rs.300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Business Strategy
Case Length : 15 Pages
Period : 2009-2013
Pub Date : 2013
Teaching Note : Available
Organization : Mojang AB
Industry : Games
Countries : Sweden, US, Global


The case "Minecraft: Using Social Media to Create a Successful Game" primarily describes Markus Persson's (Persson) journey in developing a successful game, using social media. The case starts out describing Persson's early career as a game developer, how he came to create Minecraft, and the unique approach he adopted by releasing it while still under development. It clearly details the role played by social media in the game's eventual success, which included marketing, funding, and then molding the development process.

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The case then tracks the growing success of Minecraft and the eventual creation of the company, Mojang AB, to manage its sales. The case also mentions Persson's unique take on piracy in the games industry and his intentions to keep Mojang as an independent game company. The case concludes with a description of the future endeavors of Persson and Mojang.


To analyze a new business model in game development.
To understand the increasing role played by social media as a marketing tool.
To recognize the new role being played by customers as collaborators and co-creators of value.
To appreciate the active dialogue with customers that shapes expectations and creates a buzz.
To identify the new methods being adopted to deal with piracy and IP infringement.


  Page No.
Introduction 1
The Early Stages 2
Minecraft and the Community 3
The Growth of Mojang 5
Minecraft and Piracy 6
Courted By Venture Capitalists 7
Other Ventures of Mijang and Persson 8
The Next Level 9
Exhibits 11


Minecraft, Mojang, Social Media, Game Development, Piracy, IP Infringement, Collaborators, Co-creators of value, Marketing Buzz, Independent Game Developer, Notch, Sandbox games, Alpha version , Beta Version, Minecraft Community, Minepedia, Venture Capital, Lego, SOPA, DMCA, Games Publisher

Introduction - Next Page>>

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