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: Story Mode team to brainstorm the idea for a "Minecraft"-related game, given that the game was essentially a "blank canvas" for storytelling, according to Job Stauffer, and would create an interesting challenge. The two groups recognized the amount of fan-generated narrative content that existed in the way of YouTube videos and other media forms that demonstrated the potential for storytelling in the game. Many on Telltale's staff were also already fans of "Minecraft", with a private server that they played on, with some of the incidents that occurred on there becoming ideas for the game's story. Telltale began negotiations with Mojang in