Never has one video game caused such a stir as Minecraft did this weekend in London.
10,000 people turned up at the Excel convention centre to immerse themselves in what is arguably the world's most successful video game, setting a Guinness World Record for an event dedicated to one video game.
This year's conference featured the annual costume contest, an idea that attendees of all ages fully signed up to.
For fans, it was a chance to spend two entire days with a global community and have an experience "nothing short of magical" while those who were new to the game, including parents, got a chance to see what the fuss was all about.
On Saturday, the new trailer for Minecraft: Story Mode from Telltale Games was unveiled -- its cast includes comedian Patton Oswalt, who will voice the main player-controlled character Jesse.
Kevin Bruner, CEO and co-founder of Telltale Games told Wired:
"We've worked closely with the amazing team at Mojang to ensure this story is a natural fit for the Minecraft world fans already know and love.
"As Jesse, players will steer their own path through a tale of adventure and survival; all brought to life by an all-star cast. Through Telltale's choice-based gameplay and a story spanning from the Nether to the Farlands, the End, and beyond, we can't wait for fans to experience this new take on the beloved world of Minecraft."
Minecraft is undoubtedly one of the most successful video games that unlike Call of Duty and World of Warcraft, has not courted controversy with regard to its content.
In contrast to the majority of its competitors that are usually played purely for entertainment, Minecraft has been integrated into certain school curriculums in the hopes of furthering education.
Last September, the game's 35-year-old creator Markus Persson sold Mojang, the studio that runs Minecraft, to Microsoft for $2.5 billion, making him one of the youngest billionaires in the world.
It's a transaction that may have allowed him to outbid Jay Z and Beyonce for the most expensive house in Beverly Hills last December.
Unlike the Minecon delegates who were probably slumming the weekend in local hotels, Persson appeared to be enjoying the 4th of July with the fruits of all his Minecraft labour.