"Minecraft," a sandbox game that continues to be enjoyed by players of all ages around the world, had its first-ever dedicated booth at the Tokyo Game Show, where a large-scale showcase centered on the upcoming action RPG "Minecraft Dungeons II" took place.
In addition to on-site hands-on demos, the event featured “Battle for Tokyo,” videos set in Tokyo, and initiatives allowing players worldwide to participate through the main *Minecraft* game, YouTube, and social media. Why is such a large-scale effort being undertaken in Japan right now?
Game*Spark spoke with Tabitha Hayes, Head of Marketing at Mojang, to ask how she views the Japanese *Minecraft* community and about the connection between *Minecraft Dungeons II* and Japan.
First-Ever TGS Booth: “Giving Back” to Japanese Players and Creators
――This year, *Minecraft* set up its first booth at the Tokyo Game Show. With the release of *Minecraft Dungeons II* approaching, please tell us why you chose Japan—and specifically the TGS—as a major promotional venue.
Ms. Hayes: Japanese players and creators have made tremendous contributions to *Minecraft*. So, we decided to set up our first *Minecraft* booth at the Tokyo Game Show to honor their achievements.
With the release of *Minecraft Dungeons II* coming up on September 29, this has been a great opportunity for fans to gather, experience this adventure firsthand, and interact directly with our team.
――In addition to the first hands-on demo in Japan, you’re also rolling out initiatives with a strong Japanese focus, such as “Battle for Tokyo.” What does the current Japanese market mean to Mojang Studios?
Hayes: “Minecraft,” which has sold over 425 million copies worldwide and become the best-selling game of all time, has built a truly global community. Within that community, Japan plays an extremely important role.
Japanese creators inspire people through their structures, stories, and adventures, and bring communities together around the game.
We hoped to foster a similar sense of participation in the *Minecraft Dungeons II* campaign, and we wanted to connect the experience in Tokyo with the participation of fans around the world through *Minecraft* and social media.
――It’s been about six years since the previous title. How has your perception of the Japanese market and community changed during that time?
Mr. Hayes: For many years, Japanese players and creators have continued to show us various ways to experience *Minecraft*.
Creators have built communities centered around their own stories, ideas, and ways of playing, and we believe this is a key element in sustaining the bond between *Minecraft* and its fans.
Inspired by this, we decided to set up a dedicated exhibition space at this year’s Tokyo Game Show and plan larger-scale initiatives, including experiences linked to our online presence.
As a way of giving back to the community, we hope to create even more opportunities for everyone to play together, interact with our team, and share insights into future developments.
Why “Tokyo”? “Battle for Tokyo” Engages the Whole World
――Please tell us why you chose Tokyo as the starting point for this global campaign.
Mr. Hayes: Tokyo is home to a wonderful gaming culture and a passionate “Minecraft” community, making it the perfect place to host this celebration.
Through “Battle for Tokyo,” we wanted to turn the unique local excitement into an event that fans around the world could participate in.
Social media and YouTube are already platforms where *Minecraft* creators and their audiences share their experiences. Therefore, by creating a campaign that integrates social media with the game, we were able to extend the invitation beyond the venue itself.
No matter where they join from, fans can contribute toward a common goal alongside the wider community.
In Japan, “creating, watching, and playing” are intertwined
――What do you feel are the distinctive characteristics of Japan’s “Minecraft” culture compared to other countries and regions?
Hayes: What we’re particularly focusing on is how the three elements—creating, watching, and playing—are intertwined.
The adventures that creators share on social media inspire others to build their own worlds or try new things with family and friends.
Japanese creators bring their own personalities, stories, and ideas to *Minecraft*, and it’s a great joy for us to see the communities that form around these experiences.
――Are there any examples of the Japanese community influencing the development or operation of the game itself?
Mr. Hayes: Japan’s creative culture has been a major source of inspiration for the art style of *Minecraft Dungeons II*.
Japanese entertainment is brimming with rich imagination and unique visual storytelling, and these influences inspired our team to build the game’s distinctive visual identity.
This is one example of how our deep appreciation for Japanese creativity is reflected in the games we produce.
――When launching this title in Japan, what kind of players are you hoping to reach?
Hayes: We want to reach not only those who enjoy co-op play and action RPGs—or discovering new ways to play with family and friends—but also people who have never played *Minecraft* before.
*Minecraft Dungeons II* offers an accessible entry point to the experience, while players who want to dive deeper can explore customization and combat. We hope that both beginners and veterans will find elements they can enjoy together.
――How do you plan to convey the appeal of this hack-and-slash action RPG to players who aren’t familiar with the genre?
Hayes: Providing the opportunity to actually play the game is a crucial part of the core experience. That’s why we were so pleased to offer hands-on demos of *Minecraft Dungeons II* at the Tokyo Game Show.
Players can discover the joy of adventuring with friends and try out various approaches.
Through this accessible first hands-on experience, we hope that more people will explore the game’s depth and discover the appeal of action RPGs.
Our Relationship with the Japanese Community Goes Beyond TGS
――Is this TGS appearance a one-time event? Or do you plan to continue rolling out events and community initiatives unique to Japan in the future?
Mr. Hayes: Our relationship with the Japanese “Minecraft” community extends far beyond the Tokyo Game Show.
We plan to continue collaborating with the wonderful creators who bring so much creativity to *Minecraft*, build closer relationships with them, and find even more opportunities to celebrate the works they and their communities produce.
Listening to their ideas and understanding what matters most to their fans is a key part of that.
While we don’t have any specific plans to announce today, we hope to continue building these relationships for the long term even after this event concludes.
――Please share a message for Japanese fans of *Minecraft* and *Minecraft Dungeons*.
Mr. Hayes: To all our fans in Japan, I would like to express my heartfelt gratitude for the worlds you create, the videos you share, and the communities you bring together.
You’ve made *Minecraft* a part of your lives in such creative ways, and that brings us great joy.
We look forward to sharing *Minecraft Dungeons II* with you all, and we can’t wait to see the adventures and memories you create together.
*UPDATE (October 2, 2026, 1:22 PM): The respondent’s name has been corrected.
