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 the Egmont Group, a children's book publisher, to create "Minecraft" handbooks, annuals, poster books, and magazines. MineCon is an official convention dedicated to "Minecraft". The first one was held in November 2011 at the Mandalay Bay Hotel and Casino in Las Vegas. All 4,500 tickets for MineCon 2011 were sold out by 31 October. The event included the official launch of "Minecraft"; keynote speeches, including one by Persson; building and costume contests; "Minecraft"-themed breakout classes; exhibits by leading gaming and "Minecraft"-related companies; commemorative merchandise; and autograph and picture times with Mojang employees and well-known contributors from the "Minecraft" community. After