Xbox to Present Brand Licensing Europe Opening Day KeynoteXbox to Present Brand Licensing Europe Opening Day Keynote
John Friend to take the stage at London’s ExCeL Sept. 24 in a session entitled, “When Everyone Plays, We All Win: Next-Level Consumer Products & Licensing with Xbox.”
July 16, 2024

John Friend, Xbox
It’s game on for Brand Licensing Europe as John Friend, head of Xbox gaming consumer products, Microsoft, has been confirmed as the Day One keynote.
The session, called “When Everyone Plays, We All Win: Next-Level Consumer Products & Licensing with Xbox,” will take place at 12:30 p.m. on Tuesday, Sept. 24.
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.
In this fireside chat with Ben Roberts, content director, License Global, John Friend will explore the dynamics of the video game industry and share the endless opportunities for brands, licensees and retail partners to strengthen the connection between beloved gaming worlds and fans.
“Our goal has always been to fuel our community’s fans and fandom with best-in-class products at a global scale,” says Friend. “We have the privilege to represent the biggest and best portfolio in the industry with franchises ranging from ‘Fallout,’ ‘Halo,’ ‘Call of Duty’ and so many more. We 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.
“I am honored to be selected as the keynote at this year’s BLE to discuss the state of licensing in the gaming industry, as well as Xbox’s strategy across its broad catalog of hit game franchises, and how we seek to move people from interested to fan to evangelist through fresh and innovative consumer products programs.”
Register for Brand Licensing Europe 2024 to see this session from Xbox.

"Call of Duty" Zombies x YouTooz, Xbox
“When 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,” says Ella Haynes, event director, Brand Licensing Europe.
“With a global valuation of over $200 billion – more than film, TV and music combined – and three billion active players, the video games business is back to growth and looking strong. The biggest game of 2023 was Hogwarts Legacy – a whopping 22 million copies were sold – 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.”
John Friend is the second keynote to be announced for BLE following last week’s announcement that Sara Davies, MBE will participate in a Day Two fireside chat at Europe’s leading event for licensing and brand extension.
Additional sessions confirmed so far for this year’s agenda include:
Tuesday, Sept. 24
10 a.m. – Licensing 101: Learn the Licensing Basics
11 a.m. – State of the Nation: The Licensing Landscape of 2024
12:30 p.m. – Keynote 1 with John Friend, Xbox
1:45 p.m. – How to Build a Lifestyle Brand
Wednesday, Sept.25
10 a.m. – Licensing 101: Learn the Licensing Basics
4 p.m. – Mapping a Sustainable Pathway: How the Industry is Adapting to New Demands
More than 200 brands will be at Brand Licensing Europe in September, including gaming brands, Xbox, Capcom, SEGA, Pokémon, Rebellion, BANDAI NAMCO, Rabbids, Rayman, RollerCoaster Tycoon, ESL, Banjo Kazooie, Just Dance, Atari, Farcry, The Sims, 2000 AD, The Bitmap Brothers, TEKKEN, PAC-MAN, Dark Souls, Elden Ring, Space Invaders, Warhammer and many more.
Brand Licensing Europe takes place Sept. 24-26 at ExCeL, London; visitors can register for a free pass for Brand Licensing Europe now. The event is celebrating its 25th anniversary this year.
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