John Friend, Head of Xbox Gaming Consumer Products, on understanding fans – and listening to creatives

“You’ve got to understand the psychological motivation”: Xbox Gaming’s John Friend discussing his approach to crafting brand extensions.

John Friend – Head of Xbox Gaming Consumer Products at Microsoft– to deliver day one keynote at BLE 2024

“Our goal has always been to fuel our community’s fans and fandom with best-in-class products at a global scale,” said Friend.

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