Mojang
How four developers built Minecraft in a Stockholm apartment, sold 300 million copies, and then sold the company to Microsoft for $2.5 billion.
Markus Persson built Minecraft alone in his Stockholm apartment in two thousand nine. No story. No objectives. No instructions. Just an infinite world made of blocks that players could break and rebuild however they chose. Every game studio was spending millions on scripted cinematic experiences. Persson handed players an empty sandbox and walked away. Players built castles, functioning calculators, entire replicas of real cities. Then they recorded themselves building and uploaded the footage. YouTube exploded with Minecraft content. By twenty twelve, Minecraft videos generated more daily watch time than music videos on the platform. Every video was free advertising created by customers themselves.
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