Minecraft of the alpha version of the game expanded. Persson continued to update the game with releases distributed to users automatically. These updates included new items, new blocks, new mobs, survival mode, and changes to the game's behavior (e.g. how water flows). To back the development of "Minecraft", Persson set up a video game company, Mojang, with the money earned from the game. On 11 December 2010, Persson announced that "Minecraft" was entering its beta testing phase on 20 December 2010. He further stated that bug fixes and all updates leading up to and including the release would still be free.
Minecraft MineCon, there was an "Into The Nether" after-party with deadmau5. Free codes were given to every attendee of MineCon that unlocked alpha versions of Mojang's "Scrolls", as well as an additional non-Mojang game, "Cobalt", developed by Oxeye Game Studios. Similar events occurred in MineCon 2012, which took place in Disneyland Paris from in November. The tickets for the 2012 event sold out in less than two hours. MineCon 2013 was held in Orlando in November as well. MineCon 2015 was held in London in July. MineCon 2016 was held in Anaheim in September. MineCon 2017 was held as a livestream