{"id":38763,"date":"2024-07-16T09:00:19","date_gmt":"2024-07-16T07:00:19","guid":{"rendered":"https:\/\/www.licensingitalia.it\/?p=38763"},"modified":"2024-07-15T15:29:44","modified_gmt":"2024-07-15T13:29:44","slug":"head-of-xbox-gaming-consumer-products-john-friend-to-present-brand-licensing-europe-opening-day-keynote","status":"publish","type":"post","link":"https:\/\/www.licensingitalia.it\/en\/head-of-xbox-gaming-consumer-products-john-friend-to-present-brand-licensing-europe-opening-day-keynote\/","title":{"rendered":"Head of Xbox Gaming Consumer Products John Friend to Present Brand Licensing Europe Opening Day Keynote\u00a0"},"content":{"rendered":"

It\u2019s game on for Brand Licensing Europe as John Friend – Head of Xbox Gaming Consumer Products at Microsoft – is confirmed as the Day One keynote. <\/h3>\n

The session, called <\/span>When Everyone Plays, We All Win: Next Level Consumer Products & Licensing with Xbox<\/span><\/b>, will take place at 12:30 on Tuesday 24 September. <\/span> <\/span>\u202f<\/span> <\/span><\/p>\n

From Halo, Fallout and Call of Duty to the brand itself, Xbox has become a leader in connecting players worldwide with the franchises, stories, and characters they love. Through immersive storytelling, exceptional brand engagement, authentic omni-channel extensions and intellectual property adaptations, Xbox is redefining the gaming experience on and off the screen. <\/span> <\/span> <\/span><\/p>\n

In this fireside chat with Global Licensing Group\u2019s EMEA head of content Ben Roberts, John Friend will explore the dynamics of the video game industry and share the endless opportunities that brands, licensees, and retail partners have to strengthen the connection between beloved gaming worlds and fans.<\/span> <\/span> <\/span><\/p>\n

John Friend<\/strong> stated: \u201cOur goal has always been to fuel our community\u2019s fans and fandom with best-in-class products at a global scale.\u202fWe have the privilege to represent the biggest and best portfolio in the industry with franchises ranging from Fallout, Halo, Call of Duty\u202fand so many more. \u202fWe thrive in finding ways to develop and celebrate our franchises outside of the games and be that extension of these fandoms via premium products and experiences brought to life.\u202fI am honored to be selected as the keynote at this year\u2019s BLE to discuss the state of licensing in the gaming industry, as well as Xbox\u2019s strategy across its broad catalogue of hit game franchises, and how we seek to move people from interested to fan to evangelist through fresh and innovative consumer products programs!\u201d<\/span> <\/span>\u202f<\/span> <\/span><\/p>\n

BLE event director Ella Haynes commented<\/strong>: \u201cWhen it comes to using consumer products to tap into global opportunities presented by fandom, the Xbox team is the gold standard and we can all learn a thing or two from them, so I’m over the moon that John Friend will be presenting our Day One keynote at BLE this September<\/em>.<\/span> <\/span><\/p>\n

\u201cWith a global valuation of over $200 billion \u2013 more than film, TV and music combined \u2013 and 3 billion active players, the video games business is back to growth and looking strong. The biggest game of 2023 was Hogwarts Legacy \u2013 a whopping 22 million copies were sold \u2013 a game based on the Harry Potter license. The link between gaming and brand licensing is growing stronger year on year with consumer products proving to be an incredibly valuable tool in elevating fandom and loyalty by allowing fans to immerse themselves even deeper in the brand and its storylines, especially between release dates<\/em>\u201d. <\/span> <\/span><\/p>\n

John Friend is the second keynote to be announced for BLE following last week\u2019s announcement that Sara Davies MBE will participate in a Day Two fireside chat at Europe\u2019s leading event for licensing and brand extension. Additional sessions confirmed so far for this year\u2019s agenda include: <\/span> <\/span><\/p>\n

Tuesday 24 September<\/span><\/b> <\/span><\/p>\n