Minecraft Growth Playbook

Notch wanted to make a game where you could build anything.

The 'Let's Play' Narrative Engine: Minecraft tacticaly exploited the rise of YouTube to become a global phenomenon with zero traditional marketing budget. Their growth engine was 'In-Game Storytelling'—Minecraft's open-ended nature provided the perfect 'Canvas' for content creators (Youtubers, Streamers) to build series and narratives. Every 'Let's Play' video served as a long-form, high-engagement advertisement. This created a powerful 'Second-Hand Experience' where audiences felt they were part of a community, driving them to buy the game to participate in the 'Lore' they saw on screen.