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 instead of being held at a show floor. Titled "MineCon Earth", it was streamed live on November. The possible applications of "Minecraft" have been discussed extensively, especially in the fields of computer-aided design and education. In a panel at MineCon 2011, a Swedish developer discussed the possibility of using the game to redesign public buildings and parks, stating that rendering using "Minecraft" was much more user-friendly for the community, making it easier to envision the functionality of new buildings and parks. In 2012, a member of the Human Dynamics group at the MIT Media Lab, Cody Sumter, said: "Notch hasn't