Inside the main convention hall, children scurry left and right with foam diamond swords raised high above their heads. Eyes wide and mouths agape, some of them rush toward a blocky reimagining of Big Ben, where Minecraft‘s formidable Ender Dragon can be found wrapped around the clock face.

Below, parents wander between life-size character statues and trees with cube-cut canopies, a mixture of fascination and bemusement etched onto their faces. For one weekend in July, 10,000 of the most dedicated Minecraftplayers have descended upon London’s Excel Exhibition Centre for Minecon, a fan convention celebrating the blockbuster sandbox building game. With panels, signings, tournaments and merchandise, it’s the Minecraft equivalent of Disney World and Comic-Con.
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